Jump to content

Brand.com: Difference between revisions

Add links
From Wikipedia, the free encyclopedia
Browse history interactively
← Previous editNext edit →
Content deleted Content added
VisualWikitext
Undid revision 609861679 by CaNaNiBal (talk) promo-y claim that source does not say they've achieved
(25 intermediate revisions by 2 users not shown)
Line 10: Line 10:
| homepage = http://www.brand.com/
| homepage = http://www.brand.com/
}}
}}
'''Brand.com''' (formerly '''Reputation Changer Inc''')<ref name="Brand.com TechCrunch">{{cite news|last=Ha|first=Anthony|title=Thanks To A Six-Figure Purchase By Reputation Changer, Brand.com Is A Thing Now|url=http://techcrunch.com/2013/06/21/brands-brands-brands/|accessdate=25 June 2013|newspaper=Tech Crunch|date=June 21, 2013}}</ref> is an American [[online reputation management|online reputation]] and [[brand management]] company.<ref>{{cite news | last =Adams | first =Susan | coauthors = | title =6 Steps To Managing Your Online Reputation | newspaper =Forbes | location = | pages = | language = | publisher = | date =14 March 2013 | url =http://www.forbes.com/sites/susanadams/2013/03/14/6-steps-to-managing-your-online-reputation/| accessdate =18 November 2013 }}</ref> The company was founded in 2009 and is based in [[Philadelphia, Pennsylvania]].<ref name="BizMoveToPhilly">{{cite news|last=Key|first=Peter|title=Reputation Changer now Brand.com|url=http://www.bizjournals.com/philadelphia/news/2013/06/26/reputation-changer-now-brandcom.html?page=all|accessdate=28 June 2013|newspaper=Bizjournals.com|date=June 27, 2013}}</ref>
'''Brand.com''' was founded as Reputation Changer in 2009. It is an American [[online reputation management|online reputation]] and [[brand management]] company<ref name="Brand.com TechCrunch">{{cite news|last=Ha|first=Anthony|title=Thanks To A Six-Figure Purchase By Reputation Changer, Brand.com Is A Thing Now|url=http://techcrunch.com/2013/06/21/brands-brands-brands/|accessdate=25 June 2013|newspaper=Tech Crunch|date=June 21, 2013}}</ref><ref>{{cite news | last =Adams | first =Susan | coauthors = | title =6 Steps To Managing Your Online Reputation | newspaper =Forbes | location = | pages = | language = | publisher = | date =14 March 2013 | url =http://www.forbes.com/sites/susanadams/2013/03/14/6-steps-to-managing-your-online-reputation/| accessdate =18 November 2013 }}</ref> based in [[Philadelphia, Pennsylvania]].<ref name="BizMoveToPhilly">{{cite news|last=Key|first=Peter|title=Reputation Changer now Brand.com|url=http://www.bizjournals.com/philadelphia/news/2013/06/26/reputation-changer-now-brandcom.html?page=all|accessdate=28 June 2013|newspaper=Bizjournals.com|date=June 27, 2013}}</ref> In 2013 it purchased the Brand.com domain name for $500,000, and officially changed its name. The company provides Internet search management, creating positive web articles about its clients in order to have them overtake negative news, and Wikipedia profile management, where Wikipedia editors are paid to advocate on behalf of Brand.com clients. Paid advocacy is a breach of Wikipedia's [[Wikipedia:Conflict of interest|Conflict of Interest guildelines]].
==Company history==
==Reputation Changer==
⚫
The company was founded in September 2009 as Reputation Changer,<ref>{{cite news|last=Han|first=Nydia|title=Protecting your online reputation|url=http://abclocal.go.com/wpvi/story?section=news/special_reports&id=8915734|accessdate=28 February 2013|newspaper=ABC Action News 6|date=December 10, 2012}}</ref> with its headquarters in [[West Chester, Pennsylvania]].<ref name="BizMoveToPhilly"/> The company began as an online reputation management company offering services to small businesses and individuals.<ref name="BizMoveToPhilly"/>


To help improve online reputations, Reputation Changer created its own positive content about its clients, in an attempt to force other less flattering articles about them down in Google search results, in an effort to cause criticisms to "disappear".<ref>{{cite web |url=http://www.vice.com/en_ca/read/how-corporate-lobbyists-use-the-internet-to-destroy-democracy|title=The Corporate PR Industry's Sneaky War on Internet Activism|author=Tasmin Cave}}</ref> Though during this time the company had been accused of "making false claims" about the effectiveness of their services, they company insists that those claims are the result of rivals and not legitimate complaints.<ref>{{cite web |url=http://www.businessweek.com/magazine/fixing-the-reputations-of-reputation-managers-02022012.html|title=Fixing the Reputations of Reputation Managers|date=Feb 2/12}}</ref> This includes the hiding of negative user-generated reviews for hotels and other commercial enterprises.<ref>{{cite web |url=http://www.hotelchatter.com/story/2013/6/20/15640/5122/hotels/_Brand.com_Helps_Hotels_Bury_Negative_News._Noble_or_Sneaky%3F|title=Brand.com Helps Hotels Bury Negative News. Noble or Sneaky?|date=Jun 27/13}}</ref>
⚫
The company was founded in September 2009 as Reputation Changer,<ref>{{cite news|last=Han|first=Nydia|title=Protecting your online reputation|url=http://abclocal.go.com/wpvi/story?section=news/special_reports&id=8915734|accessdate=28 February 2013|newspaper=ABC Action News 6|date=December 10, 2012}}</ref> with its headquarters in [[West Chester, Pennsylvania]].<ref name="BizMoveToPhilly"/> The company began as an online reputation management company offering services to small businesses and individuals.<ref name="BizMoveToPhilly"/> In November 2012, Michael Zammuto joined the company as President.<ref>{{cite web |url=http://www.bizjournals.com/philadelphia/potmsearch/detail/submission/1247281/Michael_Zammuto |title=Michael Zammuto |work=Philadelphia Business Journal |accessdate=May 11, 2013}}</ref>


In November 2012, Michael Zammuto joined the company as President.<ref>{{cite web |url=http://www.bizjournals.com/philadelphia/potmsearch/detail/submission/1247281/Michael_Zammuto |title=Michael Zammuto |work=Philadelphia Business Journal |accessdate=May 11, 2013}}</ref>
⚫
In June 2013, the company re-branded itself from Reputation Changer to Brand.com. The re-branding including the acquisition of the URL Brand.com for $500K, reported to be the highest valued domain purchase of 2013.<ref>{{cite news | last =Koetsier | first =John | coauthors = | title =Biggest domain sales of 2013 so far: $500K for Brand.com | newspaper =Venture Beat | location = | pages = | language = | publisher = | date =5 July 2013 | url =http://venturebeat.com/2013/07/05/biggest-domain-sale-of-2013-so-far-500k-for-brand-com/ | accessdate =18 November 2013 }}</ref> It was also a shift in the company's business model, moving from reputation management of small companies to brand management of larger corporations.<ref name="Brand.com TechCrunch" /> The company also moved its headquarters from West Chester to Philadelphia, Pennsylvania.<ref name="BizMoveToPhilly"/>


==Brand.com==
In early 2014, it was announced in the media that Michael Zammuto had been the victim of an attempted [[cyber attack]],<ref>{{cite web|title=Brand.com and Top Exec in Massive Cyber Attack|url=http://segment.com/mike-zammuto-cyber-attack-brand-com/|publisher=Segment.com|accessdate=19 March 2014}}</ref> where [[cyberextortionist]]s attempted to blackmail Zammuto.<ref>{{cite web|title=Brand.com blackmail, cyber attack shines light on cybercrime|url=http://www.commdiginews.com/business-2/business-cyberhighway/brand-com-blackmail-cyber-attack-shines-light-on-cybercrime-11690/|publisher=CDN|accessdate=19 March 2014}}</ref> <ref>{{cite web|title=Brand.com President Mike Zammuto Blackmailed for Bitcoin|url=http://www.valuewalk.com/2014/03/mike-zammuto/|publisher=ValueWalk|accessdate=19 March 2014}}</ref> The demand was for the equivalent of $500,000 in [[Bitcoin]] currency.<ref>{{cite web|title=Brand.com Victim Of Blackmail Attempt, Says President Mike Zammuto|url=http://www.interpacket.com/42882/brand-com-victim-blackmail-attempt-says-president-mike-zammuto/|publisher=Interpacket News|accessdate=19 March 2014}}</ref> Following the attack, Zammuto and brand.com announced they would be launching a [[non-profit]] to help anyone who was a victim of a cyber crime that threatened a reputation.<ref>{{cite web|title=Mike Zammuto, Brand.com Launch Non-Profit After Cyber Blackmail Attempt|url=http://gazers.com/brand-com-mike-zammuto-launch-nonprofit/|publisher=Gazers|accessdate=19 March 2014}}</ref><ref>{{cite web|title=Mike Zammuto, Brand.com Aid Cyber Harassment Victim Robin Savage Pro-Bono|url=http://www.interpacket.com/45295/mike-zammuto-brand-com-aids-cyber-harassment-victim-robin-savage-pro-bono/|publisher=Interpacket News|accessdate=19 March 2014}}</ref>
⚫
In June 2013, the company re-branded itself from Reputation Changer to Brand.com. The re-branding including the acquisition of the Internet domain ''brand.com'' for $500,000.<ref>{{cite news | last =Koetsier | first =John | coauthors = | title =Biggest domain sales of 2013 so far: $500K for Brand.com | newspaper =Venture Beat | location = | pages = | language = | publisher = | date =5 July 2013 | url =http://venturebeat.com/2013/07/05/biggest-domain-sale-of-2013-so-far-500k-for-brand-com/ | accessdate =18 November 2013 }}</ref> The company also moved its headquarters from West Chester to Philadelphia, Pennsylvania.<ref name="BizMoveToPhilly"/> The company has 135 employees, and works with both small and large clients.<ref name="Hinkelman" />


==Services==
==Services==
Brand.com offers brand management and reputation management services.<ref>{{cite news | last =Heitner | first =Darren | coauthors = | title =Sharapova To Sugarpova: Why The Name Change Would Have Been A Silly Business Strategy | newspaper =Forbes | location = | pages = | language = | publisher = | date =20 August 2013 | url =http://www.forbes.com/sites/darrenheitner/2013/08/20/sharapova-to-sugarpova-why-the-name-change-would-have-been-a-silly-business-strategy/| accessdate =18 November 2013 }}</ref> They review the online presence of individuals and companies and provide action plans said to help control how information appears in search engines.<ref>{{cite news | last =Davis | first =Daniaja | coauthors = | title =Miley’s Downfall | newspaper =Huffington Post | location = | pages = | language = | publisher = | date =10 September 2013 | url =http://www.huffingtonpost.com/daniaja-davis/miley-cyrus-downfall_b_3899708.html| accessdate =18 November 2013 }}</ref> Services also include suppression of negative reviews on sites like Yelp or Google Reviews.<ref>{{cite news | last =Daisyme | first =Peter | coauthors = | title =How Brand.com Reviews Suppression Helps Boost Online Reputation | newspaper =Search Engine Journal | location = | pages = | language = | publisher = | date =11 September 2013 | url =http://www.searchenginejournal.com/brand-com-reviews-suppression-helps-boost-online-reputation/69331/| accessdate =18 November 2013 }}</ref>
Brand.com offers brand management and reputation management services.<ref>{{cite news | last =Heitner | first =Darren | coauthors = | title =Sharapova To Sugarpova: Why The Name Change Would Have Been A Silly Business Strategy | newspaper =Forbes | location = | pages = | language = | publisher = | date =20 August 2013 | url =http://www.forbes.com/sites/darrenheitner/2013/08/20/sharapova-to-sugarpova-why-the-name-change-would-have-been-a-silly-business-strategy/| accessdate =18 November 2013 }}</ref> They review the online presence of individuals and companies and provide action plans said to help control how information appears in search engines.<ref>{{cite news | last =Davis | first =Daniaja | coauthors = | title =Miley’s Downfall | newspaper =Huffington Post | location = | pages = | language = | publisher = | date =10 September 2013 | url =http://www.huffingtonpost.com/daniaja-davis/miley-cyrus-downfall_b_3899708.html| accessdate =18 November 2013 }}</ref> Services also include suppression of negative reviews on sites like Yelp or Google Reviews.<ref>{{cite news | last =Daisyme | first =Peter | coauthors = | title =How Brand.com Reviews Suppression Helps Boost Online Reputation | newspaper =Search Engine Journal | location = | pages = | language = | publisher = | date =11 September 2013 | url =http://www.searchenginejournal.com/brand-com-reviews-suppression-helps-boost-online-reputation/69331/| accessdate =18 November 2013 }}</ref> Part of these services was the planned launch of Brand.com's "Google Eraser", which claimed to expunge negative listings from a Google search. At the time some stated that the process was unproven, and that Brand.com had not been transparent about its process, claiming that their processes were proprietary.<ref>{{cite web |url=http://venturebeat.com/2013/11/14/brandyourself-com-calls-bs-on-brand-coms-google-eraser-service/|title=BrandYourself.com calls BS on Brand.com’s Google eraser service|date=Nov 14/13}}</ref>


⚫
In 2013, Brand.com stated further that they would enact a De-Indexing Action Plan to permanently erase false or libelous information from major search engines as opposed to attempting to move the negative information further down in search results.<ref>{{cite news | last =Koetsier | first =John | coauthors = | title =Brand.com launches ‘first systematic program’ to remove lies and libel from Google | newspaper =Venture Beat | location = | pages = | language = | publisher = | date =13 November 2013 | url =http://venturebeat.com/2013/11/13/brand-com-launches-first-systematic-program-to-remove-lies-and-libel-from-google/| accessdate =18 November 2013 }}</ref> The process involves verifying that the information is false, and then working with [[Google]], [[Yahoo]], and [[Bing]] to de-index the information.<ref>{{cite news | last =Hong | first =Kaylene | coauthors = | title =Brand.com launches a program for deleting false Web pages on Google, Yahoo and Bing | newspaper =The Next Web | location = | pages = | language = | publisher = | date =13 November 2013 | url =http://thenextweb.com/us/2013/11/13/brand-com-launches-program-deleting-false-web-pages-google-yahoo-bing/| accessdate =18 November 2013 }}</ref> The company created the Command Center platform, through which clients can monitor the results of its advertising or reputation management efforts.<ref name="Hinkelman">{{cite news |url=http://articles.philly.com/2013-12-10/news/44993544_1_small-clients-google-big-business|title=Brand.com helps manage its clients' reputations online|date=Dec 10/13}}</ref>
⚫
Brand.com offers a "Wikipedia plan" to create a "positive Wikipedia page". The company claims to have "built an entire practice around creating, managing, and monitoring Wikipedia."<ref>{{cite web |

⚫
Brand.com offers a "Wikipedia plan" to create a "positive Wikipedia page". The company claims to have "built an entire practice around creating, managing, and monitoring Wikipedia."<ref>{{cite web |
title=The Wikipedia Action Plan manages, monitors, and helps control Wikipedia pages for your brand. |
title=The Wikipedia Action Plan manages, monitors, and helps control Wikipedia pages for your brand. |
url=http://www.brand.com/biz-wikipedia.html |
url=http://www.brand.com/biz-wikipedia.html |
publisher=Brand.com |
publisher=Brand.com |
archiveurl=https://web.archive.org/web/20140213160023/http://www.brand.com/biz-wikipedia.html |
archiveurl=https://web.archive.org/web/20140213160023/http://www.brand.com/biz-wikipedia.html |
archivedate=2014-02-13 }}</ref> This paid advocacy is not in line with Wikipedia's [[Wikipedia:Conflict of interest|Conflict of Interest guildelines]], which strongly discourages entities from trying to polish their Wikipedia presence.<ref>{{cite web |url=https://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest|title=Conflict of Interest}}</ref> Brand.com also charges clients to have journalists write news stories under their direction, instead of having journalists independently select their own stories from news releases, and claims that these news stories have appeared in news publications including [[CNN]], [[MSNBC]], [[Fox News]], [[The Huffington Post]], and [[Forbes Magazine]].<ref>{{cite web |url=http://www.webpronews.com/newscred-percolate-brand-com-scheme-to-alter-digital-content-creation-2014-05|title=Newscred, Percolate, Brand.com Scheme To Alter Digital Content Creation|date=May 20/14}}</ref>
archivedate=2014-02-13 }}</ref>

⚫
In 2013, Brand.com announced their De-Indexing Action Plan, a service to permanently erase false or libelous information from major search engines as opposed to attempting to move the negative information further down in search results.<ref>{{cite news | last =Koetsier | first =John | coauthors = | title =Brand.com launches ‘first systematic program’ to remove lies and libel from Google | newspaper =Venture Beat | location = | pages = | language = | publisher = | date =13 November 2013 | url =http://venturebeat.com/2013/11/13/brand-com-launches-first-systematic-program-to-remove-lies-and-libel-from-google/| accessdate =18 November 2013 }}</ref> The process involves verifying that the information is false, and then working with [[Google]], [[Yahoo]], and [[Bing]] to de-index the information.<ref>{{cite news | last =Hong | first =Kaylene | coauthors = | title =Brand.com launches a program for deleting false Web pages on Google, Yahoo and Bing | newspaper =The Next Web | location = | pages = | language = | publisher = | date =13 November 2013 | url =http://thenextweb.com/us/2013/11/13/brand-com-launches-program-deleting-false-web-pages-google-yahoo-bing/| accessdate =18 November 2013 }}</ref><ref>{{cite news | last =Heitner | first =Darren | coauthors = | title =This company promises it can delete slanderous results from Google – for $7,500 (and up) | newspaper =Quartz | location = | pages = | language = | publisher = | date =13 November 2013 | url =http://qz.com/146874/this-company-promises-it-can-delete-slanderous-results-from-google-for-7500-and-up/| accessdate =18 November 2013 }}</ref>


==See also==
==See also==

Revision as of 16:32, 24 May 2014

Brand.com
Company typeIncorporation (business)
IndustryPublic Relations
Founded2009
HeadquartersPhiladelphia, Pennsylvania, USA
Key people
Michael Zammuto, President[1]
Websitehttp://www.brand.com/

Brand.com was founded as Reputation Changer in 2009. It is an American online reputation and brand management company[2][3] based in Philadelphia, Pennsylvania.[4] In 2013 it purchased the Brand.com domain name for $500,000, and officially changed its name. The company provides Internet search management, creating positive web articles about its clients in order to have them overtake negative news, and Wikipedia profile management, where Wikipedia editors are paid to advocate on behalf of Brand.com clients. Paid advocacy is a breach of Wikipedia's Conflict of Interest guildelines.

Reputation Changer

The company was founded in September 2009 as Reputation Changer,[5] with its headquarters in West Chester, Pennsylvania.[4] The company began as an online reputation management company offering services to small businesses and individuals.[4]

To help improve online reputations, Reputation Changer created its own positive content about its clients, in an attempt to force other less flattering articles about them down in Google search results, in an effort to cause criticisms to "disappear".[6] Though during this time the company had been accused of "making false claims" about the effectiveness of their services, they company insists that those claims are the result of rivals and not legitimate complaints.[7] This includes the hiding of negative user-generated reviews for hotels and other commercial enterprises.[8]

In November 2012, Michael Zammuto joined the company as President.[9]

Brand.com

In June 2013, the company re-branded itself from Reputation Changer to Brand.com. The re-branding including the acquisition of the Internet domain brand.com for $500,000.[10] The company also moved its headquarters from West Chester to Philadelphia, Pennsylvania.[4] The company has 135 employees, and works with both small and large clients.[11]

Services

Brand.com offers brand management and reputation management services.[12] They review the online presence of individuals and companies and provide action plans said to help control how information appears in search engines.[13] Services also include suppression of negative reviews on sites like Yelp or Google Reviews.[14] Part of these services was the planned launch of Brand.com's "Google Eraser", which claimed to expunge negative listings from a Google search. At the time some stated that the process was unproven, and that Brand.com had not been transparent about its process, claiming that their processes were proprietary.[15]

In 2013, Brand.com stated further that they would enact a De-Indexing Action Plan to permanently erase false or libelous information from major search engines as opposed to attempting to move the negative information further down in search results.[16] The process involves verifying that the information is false, and then working with Google, Yahoo, and Bing to de-index the information.[17] The company created the Command Center platform, through which clients can monitor the results of its advertising or reputation management efforts.[11]

Brand.com offers a "Wikipedia plan" to create a "positive Wikipedia page". The company claims to have "built an entire practice around creating, managing, and monitoring Wikipedia."[18] This paid advocacy is not in line with Wikipedia's Conflict of Interest guildelines, which strongly discourages entities from trying to polish their Wikipedia presence.[19] Brand.com also charges clients to have journalists write news stories under their direction, instead of having journalists independently select their own stories from news releases, and claims that these news stories have appeared in news publications including CNN, MSNBC, Fox News, The Huffington Post, and Forbes Magazine.[20]

See also

References

  1. ^ Ensign, Rachel Louise (14 May 2013). "The Morning Risk Report: From Cyber Lemons to Lemonade". Wall Street Journal. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  2. ^ Ha, Anthony (June 21, 2013). "Thanks To A Six-Figure Purchase By Reputation Changer, Brand.com Is A Thing Now". Tech Crunch. Retrieved 25 June 2013.
  3. ^ Adams, Susan (14 March 2013). "6 Steps To Managing Your Online Reputation". Forbes. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  4. ^ a b c d Key, Peter (June 27, 2013). "Reputation Changer now Brand.com". Bizjournals.com. Retrieved 28 June 2013.
  5. ^ Han, Nydia (December 10, 2012). "Protecting your online reputation". ABC Action News 6. Retrieved 28 February 2013.
  6. ^ Tasmin Cave. "The Corporate PR Industry's Sneaky War on Internet Activism".
  7. ^ "Fixing the Reputations of Reputation Managers". Feb 2/12. {{cite web}}: Check date values in: |date= (help)
  8. ^ "Brand.com Helps Hotels Bury Negative News. Noble or Sneaky?". Jun 27/13. {{cite web}}: Check date values in: |date= (help)
  9. ^ "Michael Zammuto". Philadelphia Business Journal. Retrieved May 11, 2013.
  10. ^ Koetsier, John (5 July 2013). "Biggest domain sales of 2013 so far: $500K for Brand.com". Venture Beat. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  11. ^ a b "Brand.com helps manage its clients' reputations online". Dec 10/13. {{cite news}}: Check date values in: |date= (help)
  12. ^ Heitner, Darren (20 August 2013). "Sharapova To Sugarpova: Why The Name Change Would Have Been A Silly Business Strategy". Forbes. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  13. ^ Davis, Daniaja (10 September 2013). "Miley's Downfall". Huffington Post. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  14. ^ Daisyme, Peter (11 September 2013). "How Brand.com Reviews Suppression Helps Boost Online Reputation". Search Engine Journal. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  15. ^ "BrandYourself.com calls BS on Brand.com's Google eraser service". Nov 14/13. {{cite web}}: Check date values in: |date= (help)
  16. ^ Koetsier, John (13 November 2013). "Brand.com launches 'first systematic program' to remove lies and libel from Google". Venture Beat. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  17. ^ Hong, Kaylene (13 November 2013). "Brand.com launches a program for deleting false Web pages on Google, Yahoo and Bing". The Next Web. Retrieved 18 November 2013. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  18. ^ "The Wikipedia Action Plan manages, monitors, and helps control Wikipedia pages for your brand". Brand.com. Archived from the original on 2014-02-13.
  19. ^ "Conflict of Interest".
  20. ^ "Newscred, Percolate, Brand.com Scheme To Alter Digital Content Creation". May 20/14. {{cite web}}: Check date values in: |date= (help)
Retrieved from "https://en.wikipedia.org/w/index.php?title=Brand.com&oldid=609961158"