Mathieson, a consultant on marketing in the digital age, presents 10 rules for building on-demand brand experiences for consumers in the personalizable, shareable digital universe of social networking, viral videos, and virtual worlds. Some of the rules involve overall strategies, while others address the best ways to capitalize on specific tactics, channels, or platforms. Ideas are illustrated with advice boxes from innovative professionals in marketing and lessons from successful companies such as Fanta, Showtime, the NFL, and MasterCard. Building brands in Second Life, playing games with customers with advergames, and the future of the in-store experience are some areas investigated. The book includes b&w photos and screenshots. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)