Creating a "Legend"--Marketing brilliance

In 1933, Dr. W.F. Dove came up with an idea, and in 1980 two "naturalists" Otter G'Zell and his wife Morning Glory turned the idea in to a lucrative livestock enterprise with the creation of "The Living Unicorn." Being "naturalists" they improved on Dr. Dove's original formula by "conducting appropriate magical rites, invoking the spirits of Nature and the Horned God, and focusing the light of the waxing Moon onto the animals forehead through a quartz crystal."
Ringling Bros. turned "The Living Unicorn" into an international Super Star in 1985-86 when they bought four of the unicorns, paying $150,000 for them as well as three years of silence from the Zells. Unfortunately, after all of the associated debts and service personnel were paid, over two-thirds had already been spent. The circus claimed that there was a single unicorn that had appeared in Texas. Feeling that any publicity was good publicity, they spread stories involving animal abuse, causing animal rights groups including the ASPCA to protest. Of course, even when asked point-blank they refused to tell the truth about the unicorns.
Ringling Bros. turned all the base accusations to gold. "Those who would see only a goat," said Circus President Kenneth Feld, "are missing the magical experience of those who instead see a living unicorn." Admitting that business has been hoist on the caprine canard, Feld added, "P.T. Barnum would have been proud." And in true Unicorn fashion, "The Living Unicorn" has disappeared and the only proof we have that he was here, is his royal coach which may be seen at Circus World Museum, in Baraboo, Wisconsin.