![]() And that, he says, will benefit both critic and brand.Īndy Beal, CEO of North Carolina branding agency Reputation Refinery, simply advises companies to ignore dot-sucks. ![]() He also expects the very un-corporate sound of it will encourage critics to engage. It’s a rallying cry, a chance to discuss things that some people would like to see changed.” The word itself, he admits, “is jarring, it’s edgy.” But that will fit with some brand’s images, he says. ![]() While he admits the word “sucks” may sound impolite, he says “it’s no longer a pejorative. “It’s a platform for dialogue, and a chance for brands to learn more about product development, customer service and customer loyalty.” ![]() “This is first and foremost a consumer platform,” he says. He says there’s no conflict between the company’s role as defender of corporate reputations and crusader for free speech. who has worked with Momentous in Ottawa, and helped write its application for dot-sucks. Vox Populi CEO John Berard is a former public-relations professional in Portland, Ore. Vox says it has received legal assurance that buyers of a trademarked dot-sucks name have a right to that name if the site is being operated as a forum for commentary and correction.) (While anyone grabbing IBM.rocks can expect to lose it if Big Blue calls in its lawyers, the rules are less clear regarding dot-sucks domains. Even as it’s encouraging companies to buy dot-sucks names to either bury feedback or manage it, the company is happy to sell off available trademarks to any dot-sucks client itching to vent. It’s clear Vox wants to have its cake and eat it too.
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