I was reading a blog post by Seth Godin today during my lunch. He noted:

"You can't build a brand by trying to sue anyone who chooses to talk about you."

Instead, you have to create a compelling-enough product where the negatives and critique concerning your brand are far outweighed by the positive things people are saying about your brand.

It's a good thing when people are talking about your brand; as long as you're providing something noteworthy to talk about.

Create a product that compels engagement and online chatter related to your brand. Don't be afraid of what people have to say, but encourage that conversation (online or by literal word-of-mouth). If you give consumers something good to say about your brand, you have nothing to worry about. Any negative will be drowned out.