Rule #1 : Insight comes before inspiration --
Q & A : the Klausberg 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 --
