RSS Feed are rubbish at brand protection

6 June 2011 by superlative

UPDATED 2 JULY 2015: During 2015 the domain name was purchased by a different company based in the United States. The comments made in this post bear no relation to the new owners of this domain name. This note has been added out of courtesy to the new owners.

In 2009 and 2010 I wrote some blogposts criticising the two phones made by Sony Ericsson that Chris and I have owned which unfortunately broke within a year due to faulty software. It was ages ago, and I no longer care about it particularly as I got one phone repaired by Orange and I fixed Chris’ one myself.

Sony Ericsson’s customer care team picked up on my posts though and left some comments on them. These are an example of good brand protection.

I’ll have to link to them on the old version of my blog as the comments didn’t transfer over to the new one when I moved it.

On this one from September 2009, Melany left a comment to say sorry I’d had a problem with my phone, and linking to their customer contact numbers to see if they could help. It was clearly stated that she was from Sony Ericsson and nicely phrased, and I actually appreciated the effort.

I then wrote a further blogpost more or less addressed to Melany to see if they’d notice it again, and again she left a couple of comments where she tried to help. I didn’t end up calling them because I fixed the phone myself with a bit of paper (high tech), but it was nice that they tried anyway, and it helped improve my opinion of Sony Ericsson.

I am going somewhere with this, honest.

Yesterday on my blog I found a rather shitty comment had been left on a really old post on the same subject from April last year.

That’s weird, I thought. Why would someone even read that post, let alone leave a stupid comment on it? It was submitted with no name and using a email address, so it just looked like some random person. They seemed to take issue, amongst other things, with my criticism of Orange’s policy of using a mobile repair company called for their repairs under warranty, because you have to pay a £15 handling fee to send them your phone. I didn’t think that was fair, as repairs under warranty should in my opinion be paid for entirely either by the retailer or the manufacturer. I didn’t actually criticise though; my issue was with Orange shifting that handling charge onto the customer rather than pay it themselves.

Out of curiosity, I queried the IP address that was logged when the comment was submitted, and to my surprise I found that it was part of a range of IP addresses allocated to a mobile phone repair company in Scotland. A mobile phone repair company that happens to share exactly the same postal address as

What a fucking shitty thing to do.

So, they found my post by searching Google for their name, didn’t like what I wrote in it, and so left a critical but anonymous comment in order to achieve… what? To discredit what I’d written so it didn’t make them look bad?

Well I’ll tell you what – this post will make look much fucking worse, because this post is actually ABOUT them and is directly critical of them and their actions. If that was their attempt at brand protection, it was pathetic.

I wondered why they would care about my little old blog, and a post from ages ago that wouldn’t generally get read now, so I tried searching Google for Unfortunately for them, my blog comes up right on the first page of search results, even before the company that designed their website. And it’s not just that one post that comes up; anything I tag with will be displayed under that URL. So this post will now too. is part of a larger company called Regenersis. This is their page on corporate responsibility where they mention protecting the reputation of the brands they serve. It’s a shame they didn’t think about their own reputation a little more.

So this is your reward,, for leaving me an abusive comment. You now look like twats, and ironically I hadn’t even criticised your company in the first place. Enjoy having this post on your Google search results, I hope it gets lots of hits.

And if you want to learn something about brand protection, try giving Melany at Sony Ericsson a call.

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