Branding is a funny thing.

Just the other day, strolling back to my apartment (indeed, from a nearby Starbucks), I noticed an article in BusinessWeek questioning CEO Howard Schultz's success in using Starbucks' retro logo to re-brand Starbucks as, well, itself -- that is, less corporate behemoth and more...

You know all this coverage of Iranian president Mahmoud Ahmadinejad's appearance at Columbia University?

Well, guess what -- it's all a bunch of baloney.

While everyone from CNN to The New York Times gets caught up in the politics of Ahmadinejad's remarks, the real story behind the podium...

When it comes to the economy, we ought to look much deeper for a solution -- like on the atomic level.

Some researchers at Purdue University recently claimed to have perfected a new hydrogen-generating technology that they first announced earlier this year -- a "pollution-free energy source" that can...

My friends over at Popular Mechanics magazine were lucky enough to score a first look at a new device created by Microsoft: A coffee table-sized touchscreen computer that loses the mouse, the keyboard and the reputation that the Redmond, Washington company is running out of ideas.
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Never say a failed science experiment is a true failure. It might just come back and, well, recycle itself.

How's that for energy conservation?

Using repurposed data from an old Apollo 15 experiment, a recent University of Michigan study suggested that the perfect place to monitor Earth's climate system...