“The classic marketing channels of many companies are ineffective in this day and age. But they still try and waste a lot of money in print, radio and television. What do people like to hear most, what do they remember – and have since childhood? Yes, exactly, stories. With its “Red Bull Stratos” project, Red Bull has shown us what can be achieved with a story and an ingenious cross-media campaign. Anyone can tell a story, thereby building an emotional connection and anchoring themselves in people’s memories – the goal of any brand. Best achieved with a well thought-out social media strategy. I want to help, whether company or athlete, to recognize the potential of social media marketing and develop a brand together.” (Michael Klement)