The first casualty : how we killed traditional advertising -- Success can be deadly : don't take your brand awareness for granted -- Fish where the fish are -- Celebrity endorsers, spokespeople, and icons : when to use 'em, when not to -- Packaging matters : it's your last, best shot, so make it a good one -- To sponsor or not to sponsor : that is the question -- Free media : your best friend or your worst enemy -- Making your employees part of your message and your product -- The proof is in the pudding -- Never miss another opportunity.