I will not enter into any details regarding the (low) degree of insanity of this story with UFOS, Armageddons and other double vision effects. For the branding and PR point of view, for me it was interesting how the image of this Bugarach, a relatively unknown place inside and outside France, turned into a most see destination (and not only for the sake of post-2012 survival). With advantages - as people who bought land and who are heading (in flows) to this place, investing in hotels and other services - and disadvantages - as the immediate danger for the quiet life of the people. If the elements of this image are truth or not, reliable or not, created or invented this doesn't matter. The final result is the collective work of people's (secret) wishes, their desires and mental needs. From now on, it's the duty of brand managers and communicators to continue the work.
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