The concept of a brand’s DNA refers to its genetic heritage, inspired by the double helix structure of DNA. This encompasses the fundamental and unchanging characteristics that best define a brand since its inception, thus distinguishing it from its competitors. However, this analogy has its limitations when applied to cases of companies and brands that have succeeded despite major changes in their business. For example, the 1911 merger of the International Time Recording Company, specializing in time clocks, with the Computing Scale Company of America, a manufacturer of weighing and meat-cutting equipment, would not have foreshadowed the transformation into IBM, the world leader in microcomputers. Yet, IBM abandoned this business in 2005 to focus on IT services and consulting.