Reapplying or misapplying words or phrases. Reinventing or reintroducing old terms. Playing with language. Creating words from whole cloth. Most commonly seen with trade names, which must be unique, particularly pharmaceuticals.
Examples are Rohypnol and temazepam .
Dictionary makers don't view themselves in that light, however. They would say they don't prescribe, but describe, making use of a wide range of evidence to determine how words are actually used rather than how they should be used. You might say that lexicographers are the recording angels of language, not its lawmakers. Given infinite resources, lexicographers could record every linguistic nuance that has ever occurred. It will be a long time before the book is made obsolete by its electronic upstart cousin because the book is such a superb solution to the problems of information storage and retrieval.