BrandIndex's weekly Brandweek Buzz Report: Denny's, Lane Bryant, TBS

Why Denny's Value Strategy Is a Grand Slam

April 30, 2010

When it comes to dining out, Denny's has a knack for driving positive attention in a tough market. With deals like the "Grand Slam Breakfast Giveaway" and a new value menu, consumers are quick to recommend dining at the chain to their friends, according to YouGov's BrandIndex report.

The Brandweek Buzz Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week's report also examines whether consumers would recommend the featured brands to others.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.

The report features:

- Denny's
- Lane Bryant

Denny's Value Pitch Pays Off
For the second year in a row, Denny's free Super Bowl breakfast giveaway reaped positive brand loyalty, as evidenced by the spike in its recommend score, which lasted nearly three weeks.

The chain has built on that success by simplifying its menu, and pricing 16 popular items at $2, $4, $6 and $8. The value strategy, which launched on April 3, has paid off again for Denny’s, propelling its recommend score to the same 20.3 high as its breakfast giveaway in early February.

Lane Bryant Gets Women Buzzing
It’s an annual Super Bowl tradition for an advertiser—usually domain registrar GoDaddy—to make a publicity spectacle of its sexy TV spot being rejected by whatever network is broadcasting the game. Stealing a page from GoDaddy’s playbook, women’s retailer Lane Bryant made front page news when it complained that both ABC and FOX refused to air its lingerie ad for plus size women.

Women over 18 overwhelmingly supported Lane Bryant, sending the retailer’s buzz score skyrocketing from 47.5 on April 16 to 77.6 on April 23.

Conan O’Brien Puts TBS in the Spotlight
In the late night talk show world, rumors were flying about who would land Conan O’Brien when his competitive clause with NBC would be up in the fall. While most pundits were betting on FOX, TBS snuck in and signed O’Brien to a deal to relaunch his talk show in November. Conan’s core fan base of adults 18-34 responded immediately, driving TBS’ buzz score up 14 points since the announcement. TBS' current score of 27.8 puts it squarely in the top tier of cable networks with the highest buzz in the 18-34 age bracket.