Telling the Brand Apart From Its Namesakes

The problem

A common name — « Mansour », « Orange », « Olivi » — pulls in articles and mentions about someone else entirely: a public figure, another company, or simply an ordinary word. Counting that content inflates the report and loses the client's trust on the first read. A name, on its own, proves nothing.

The fix: the identity anchor

In the Watch tab, tick « definitely refers to my client » on the expressions that cannot refer to anyone else: the full legal name, a registered trademark, an executive's name. Those expressions become identity anchors, and all of External presence — press, web mentions, YouTube, Reddit, social buzz — uses them as proof.

The three levels

• Confirmed: an anchor appears in the text. The content counts.
• To verify: the name appears near a context term, but nothing proves it is the client. Those results are shown separately behind a toggle and count towards no total.
• Rejected: the content was identified as unrelated to the client, or you flagged it yourself.

Correcting case by case

• In Press, the Flag button offers two scopes: « This result is not about my client » drops that page alone, « This outlet never covers my client » drops the whole domain. Both exist because a legitimate outlet can publish one article about a namesake without ceasing to be relevant.
• On Web mentions, the verdict goes both ways: Good source confirms a site outright, Not my client excludes it, Undo reverses either one.
• An exclusion is permanent, applies to all of External presence, and the cache is purged straight away: the correction shows up without waiting for the next scan.

The very first setting

As long as no anchor is registered for a brand with a common name, a warning reminds you. It really is the first thing to set on that kind of client: everything measured afterwards depends on it.