The peasants of the wood use crudely carved symbols to ward off wolves. They think the symbols are emblems of purity and goodness and that keeps the wolves away. The symbols work, but not for the reasons the peasants believe...
The symbols are actually arcance evil symbols which the wolves know and fear, but to which the peasants are oblivious. So how gullible are the peasants going to be when a strange horned man displaying the symbols on his shield turns up and asks for their allegiance?
What if the sources of precious metal in the realm all failed, so that the only sources for gold and other precious metal were hostile foreign lands? Gold coinage might become increasingly rare, resulting in hoarding. Player characters that appear with masses of treasure might be suspected of being in the pay of foreign powers.