Contents -- Introduction -- RULE #1: Insight Comes Before Inspiration -- Q&A: The Klauberg Manifesto -- RULE #2: Don't Repurpose, Reimagine -- Q&A: Alex Bogusky Tells All -- RULE #3: Don't Just Join the Conversation-Spark It -- Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0 -- RULE #4: There's No Business Without Show Business -- Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment -- RULE #5: Want Control? Give It Away -- Q&A: "Obama Girl" Makes Good: Ben Relles's Racy Videos and the Democratization of Digital Media -- RULE #6: It's Good to Play Games with Your Customers -- Q&A: Mike Benson and the ABCs of Advergames -- RULE #7: Products Are the New Services -- Q&A: Agent Provocateur: Goodby's Derek Robson on Reinventing the Ad Agency -- RULE #8: Mobile Is Where It's At -- Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile -- RULE #9: Always Keep Surprises In-Store -- Q&A: The Future of the In-Store Experience, from the Father of Social Retailing® -- RULE #10: Use Smart Ads Wisely -- Q&A:The Social Net-Privacy 2.0 -- Additional Resources -- Notes -- Acknowledgments -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z -- About the Author.