Brand Authenticity

Gareth Roberts

What happens if your brand story and character isn’t real… like haunted houses.

In 1974, Ronald DeFeo killed his entire family inside their home in Amityville.

He claimed he was possessed by Satan and heard voices plotting against him.

A year later, George Lutz moved into the house with his family.

They heard voices, saw windows and doors opening and closing on their own and discovered cold spots throughout the house.

They saw hooded figures, experienced personality changes… the telephone service was even affected!

The Amityville house received attention from across the world and was considered the most haunted house in America.

But it wasn’t.

Stories of ghosts and haunted houses fascinate me. They fascinate me because I don’t know enough about them. And we generally fear what we don’t fully understand.

But they’re also intriguing which makes them entertaining so they make headlines. Making them a marketer’s dream.


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