The misuse of scientific terminology continues unabated. One of the most common is DNA, as in 'DNA of advertising', 'DNA of customer experience', 'DNA of relationships' etc.
DNA is abbreviated from deoxyribonucleic acid. DNA is made of nucleotides and codes genetic information.
Instead, use 'blueprint' or something similar if that is what is intended.
Using scientific terms for non-scientific matters doesn't sound clever. It is idiotic.