Polar bears have a carbonated beverage of choice and it comes, frequently, in a glass bottle. Coca-Cola debuted polar bears as their new arctic advertising animal in 1993 and since then, the Coke polar bears have become indelible in pop culture—spotting a polar bear on a can of Coke in the winter is a given. …

Here are the essential components of a marketing plan that keeps the sales pipeline full. 1. Market research. Research is the backbone of the marketing plan. Your local library is a great place to start, offering reports like Standard & Poors or IBISWorld. Some library cards even allow access to online services from home. Identify …

“Business guy seeking technical co-founder.” Spend any amount of time at meetups or startup events and you’re sure to meet more than a few entrepreneurs with big product ideas but no idea how to build them. And while there are more than a few successful companies with nontechnical founders, new research has shown they’re exceptions …

If you’ve ever woken up in the middle of the night and couldn’t get back to sleep because you were too busy wondering why Coke cans were red, here’s your answer. The distinctive can’s trademark red isn’t just a random choice – and doesn’t have anything to do with Christmas. It’s all to do with …

Marketing strategy always changes as technology evolves. But the underlying principles remain steadfast, grounded in consumer psychology. These 10 entrepreneurs share their No. 1 unchanging marketing rule. 1. Grab attention. You’ve probably seen the statistic about the average attention span being less than a goldfish because of today’s evolving digital world. Regardless of whether the …