"It's brand-new to science, " Ma told LiveScience in an interview.

MSN: 1969 fireball meteorite reveals new ancient mineral

Who bring an exquisite blend of art and science in framing the brand and business strategy.

FORBES: Yahoo: Visionaries Wanted

Spanish chef Ferran Adria, the man behind the late, lamented elBulli restaurant, is bringing an exhibition dedicated to the art and science of his distinctive brand of molecular gastronomy to London.

NPR: Ferran Adria Brings ElBulli Exhibition To London

Here's a brief science lesson: Botox is a brand name for botulinum toxin type a.

CNN: Paging Dr. Gupta Blog

The brand is as the brand does: It improves athletic performance and has the science to prove it.

FORBES: Pepsi ,Gatorade, and BMW Understand Marathon Branding. Do Pawlenty, Gingrich, and Romney?

"Without the incentives, I probably wouldn't have purchased a brand new vehicle, " Callahan, who runs a science outreach program at the University of Utah, told CNN after filing her iReport.

CNN: 'Cash for clunkers' buyers agree: Credit came at perfect time

However, likely realizing the inundation of the sports market, Fuse Science has set off on another marketing path to build its brand.

FORBES: Pop Culture: The New Frontier For Sports Beverage And Performance Companies

To be sure, calculating a brand's real contribution to the market cap of a company is an inexact science.

FORBES: Magazine Article