Rule #1 Stand up to a bully.
Worked for me.
Rule #2: Fight back if you have to.
Rule #3: Kick his ass if you can.
Shortly later, my parents moved to a different state, and my brother went to a new school. The first week of school, the "toughest kid" in his class started picking on him. My brother punched him in the face, and the "toughest kid" ran home crying. Later my brother became good friends with the same kid. Strange result, but nobody picked on my brother again.