I am surprised that the domain name SeoBookSucks.com was still available. Today I registered it as a self defense mechanism. I am sure eventually I will make someone mad enough to put up a hate site, and may as well make their hate site look a bit less credible than the sense of credibility granted by brandsucks.com.
You can't get popular without pissing at least a few people off. And you can't help everyone who contacts you without getting burned out. At the very least the people who you do not resonate well with may state that you are overrated. Some who have been in your vertical longer than you may also be envious of your position if you surpass them.
The "brand name" + "sucks" search is one you can expect many people to do, especially if they have had a bad experience with you. If they see a good number of matching results for that it may snowball a bit. Each time you piss someone off there becomes one more hate page. That's not a good thing.
If you can find a way to fit personal blogs on your site then you can leverage the brand strength and authority of your main site to work the word sucks into a few of your posts. That should pollute 1 to 2 of the top 10 sucks searches for your brand.
Another good thing about having a blog is that if it is somewhat decent some people may add you to their blogroll. When they write what they think about Ticketmaster and your name is on their blogroll you can pollute up a few more brand sucks SERP positions with sucks pages that do not talk about your brand.
Affiliate programs are also another good way to help make your brand a more common term that may appear on sucks pages not about your brand.
Another way to prepare for inevitable hate sites is to have a somewhat generic sounding brand name. Since it would be commercially viable outside of your name it has the potential to make more commercial noise so when anyone ever creates attack campaigns they will be harder to rank or represent a smaller percentage of the SERPs.
Of course, if others have similar brands and people create hate info about them that may show up as being about you. The best way to play that is to kindly email the person who wrote a hate page about the other brand and tell them that your customers are worried that the remark is about you. Ask them if there is any way they could modify the page to include a reference to your site to say that the post is not about you.
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