This presentation shows my idea about combining sudden hypes and Guerrilla Marketing with building an authentic (non hype) reputation. It shows my quest for combining fun and impact with authenticity, transparency and operational excellence. In other words: bridging the gap between hype and identity. The whole presentation is a personal fetish of lines and graphs, La Linea would be proud of me :-) It starts super simple and ends complex. It explains a lot about Life Cycle Analysis in communication and marketing. It is super visual without much text. Have fun!