Brand IdealWhat is a Brand Ideal?

A shared goal of improving people’s lives. A business’ essential reason for being, the higher-order benefit it brings to the world.

Different Kinds of Brand IdealEnabling Connection, Inspiring Exploration,Evoking Pride, Impacting Society, and Eliciting Joy.

Eliciting Joy

Opened in Dallas, Texas in 2009.

They focus on providing artisan-crafted dark chocolate with unique ingredients from various parts of the world to their consumers.

Strengths

Product

Store

Social Media

Staff

Weakness

Travel Events Promotion

Opportunities

Store Events

Seasonal Promotions

Travel Story

Promotions

Threats

Wedding Chocolate

High Income

Research

Previous Findings DSC has participated in multiple events throughout Texas, however there has been very limited advertisement about participation.

Events participated:★ Texas Hill Country Wine and Food Festival (Austin,

Texas)★ Dallas Chocolate Tour (Dallas, Texas)★ Aspen Food and Wine: Texas Outlaws (Aspen,

Colorado)★ Dallas No Kid Hungry Dinner (Dallas, Texas)★ Feed the Soil - Feed the Community (Dallas, Texas)

DSC has no clear target audience.

1. Over 11,000 studentsa. Hosts a multitude of large-scale events

throughout the year.2. 40% of students’ income is discretionary.

a. The average student makes about $14,400 per year.

3. The average college student owns 6 digital devices that they use around 11.4 hours per day.

SMU Weddings★ SMU’s Perkins Chapel will hold over 200

weddings per year.○ ⅓ of the couples that get married within

Perkins Chapel are SMU students or alumni. ○ Weddings, reception, and catering are

provided through SMU Catering. ★ Dallas Weddings on average cost between

$18,519 and $30,865.○ In 2013, within Dallas there were 45,125

weddings with a market value of $1.3 billion

Flower Child Truffle

1821%

1936%

2029%

219%

Age

SMU Campus

Highland Park

Household Income$80,000 and Up: 42.14%Less than $10,000: 35.71%

Male 30%Female 70%

Truly Chocolate GranolaIn the past month, students have purchased chocolate★ Four times and more (35.46%)★ Twice (21.28%) 4+ times

35.46%

twice21.28%

Attributes that entices students the most when purchasing chocolate ★ Taste (79.43%)★ Brand Name (51.77%)

Loco for Cocoa Bar

Who Students Buy Chocolate For

How Students Feel After Purchasing Their Favorite Chocolate

How Students Feel After Gifting Chocolate to Someone Else

Crack in a BoxStudents Who Know About Dude, Sweet Chocolate

Students Who Have Visited Dude, Sweet Chocolate

How Students Heard About Dude, Sweet Chocolate

Crack in a Box1. Creative

9.22%7. Dark Chocolate

6.38%

2. Sweet 9.22% 8. Yummy 5.67%

3. Unique 7.80% 9. Interesting

4.96%

4. Delicious 7.80%

10. Manly 4.96%

5. Expensive 7.09%

11. Artistic 4.26%

6. Fancy 6.38% 12. Modern

2.84%

Crack in a BoxStudent’s Likelihood to Buy Chocolate From Her After Seeing Chef Clapner’s Photo★ Somewhat likely (29.79%)★ Very likely (21.99%)

Student’s interest to participate in a chocolate experiment night with Chef Clapner★ Somewhat likely (29.50%)

★ Very likely (28.06%)

Love Potion #5 Chocolate Sauce

Students Would Like to See Dude, Sweet Chocolate Participate In

Love Potion #5 Chocolate Sauce

Students Foresee to Spend on Wedding★ $50,000 and above (25%)★ $30,000 and above (18.57%)Students Choosing Their Wedding ChocolateGreat taste (56.83%) Appearance/Presentation (25.18%)

What Students’ Value★ Knowledgeable Staff (46.38%)★ Store Layout and Atmosphere (28.99%)★ Private Space in the Store (23.91%)

Objectives★ To spread brand awareness among

Dallas based residents.

★ Expressing yourself is an example of true love and individuals are able to reach a state of pure joy through DSC.

★ DSC becomes synonymous with joy.

What is True Love?

Couples Love

★ DSC could provide SMU brides and grooms delicious dark chocolate concoctions at their receptions.

★ 10% Commission fee to SMU Catering.

★ DSC will have a much greater reach amongst the new desired target audience, college-aged males and females.

★ Increase brand awareness by WOM

SMU Catering

Self-Love

- a way to interact with consumers- let customers express themselves creatively- raise brand awareness, positive brand image- build relationship with DSC’s existing customers- recruit new enthusiasts

Friendship and Family Love

TASTING TRUCK★ Very popular trend with students and weddings

at SMU.

★ Small enough to fit into a single parking space. Smaller size makes it easier to travel to catering events.

★ Customers can interact through social media.

PrintOnline

Print & Online

OnlinePrint

Schedules

Ad Budget

Self-Love

Winner Images

Friendship Love

Tasting Truck

Couple&

FamilyLove

Conclusion★ DSC will have a stronger brand awareness by targeting

SMU students.

★ Wish Upon a Wedding

★ #Dare2Create

★ With our campaign, DSC will improve upon its brand image, spread joy to more people, and let more individuals fall in love with their amazing, creative products.

L E G E N D A R Y G R O U P