Now, lots of companies have a brand purpose, as they should, but not a whole lot of companies have identified such a simple way to bring this purpose to life in such a personal and tangible way.

FORBES: IBM connects branding initiative to brand purpose as only IBM could

The dean bemoaned that even at the international level, where China increasingly is engaged, measures such as GDP are too often a simple proxy for quality of life.

FORBES: "Overpromoting" Chinese Entrepreneurs

Since such organisms (simple yeasts or bacteria) would carry a brand-new genetic code, they would in effect be new life forms.

ECONOMIST: A new kind of DNA