The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.
The Brand House model consists of three elements:
the brand dream (the ambition of the brand), the brand promise (the emotional promise of the brand towards the target group) and the brand values (representing the character of the brand).
I found on the internet the Brand House of the Dutch Tourist Office (VVV). Promise: “You feel enriched by the ‘local color’. When you come into contact with the tourist office, at the office, on the website or at one of the many ways in which the tourist is present, you experience the value. You’ve received something extra that is rooted in the pride of the city or region and knowledge of the locality.
Dream: “Everyone enjoys his free time in the Netherlands. Netherlands is beautiful and has a lot to offer. The tourist office is very aware that the Netherlands, is more special than many people think. Within the Netherlands there is something for everyone to enjoy. Whoever you are and what your needs are. But you must know how to find. The Tourist Office is there to make that dream a reality for all Dutch and all others.