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

The key is devising a "code" for a brand or company--"independence" for toilet paper or "home" for coffee--which the client can turn into a commercial metaphor.

FORBES: Mind Games

Skype is a global brand Microsoft has completely rewritten the code base already and made Skype into a scalable durable software platform that is growing and profitable.

FORBES: Irrelevancy Leads to Failure - Worry for Yahoo, Microsoft, HP, Sears, etc.

How can a business plan incorporate a strong ethics code as it seeks to innovate, brand, and deliver its products and services?

FORBES: Tenet One of Eleven: Ethically Maximize Wealth by Guest Blogger Peter Milan

Kodak, which is currently operating under Chapter 11 of the federal bankruptcy code, said it wil focus on brand licensing and seek licensees in those areas.

FORBES: Connect

Eggs were packaged under the Country Eggs, Inc. brand name in 15 dozen bulk pack with the identifying plant code of P 1946 and P 1026.

CNN: STORY HIGHLIGHTS

The complex computer upgrade over the weekend marked the end of Continental as a brand, as now all flights operate under the United flight code and the loyalty programs have been combined under the United name MileagePlus.

WSJ: Flight Disruptions Ease at United Continental

Mr. McIntyre says the company is now more vigilant in monitoring how consumers talk about its brand on social media, tries to be quicker in its response and has instituted a social-media code of conduct for employees.

WSJ: Social-Media Sites Become War Front for Nestl��