A great idea usually inspires other great ideas, even if in reaction to them. You see a fair amount of parody, imitation and adoration when searching brand terms on YouTube, Flickr, etc. That’s merchandising for Real Brands and can be an opportunity to listen, respond, stunt (IMHO, Marvel’s Cease & Desist to Techblogger Arrington re: Iron Man screening was just that) and maybe even innovate. The mega-benefit of posting + parody + commenting + rating + @replying + blogging + sharing is trust for consumers and the search algorithms that crawl all this activity. In terms of the latter, that means better organic placement.
So, if you see something out there about your brand that you don’t like, consider all your options for response and remember that your customer is smart enough to tell the parody from what’s real, even in your actions. A Real Brand can stand parody and even benefit from it. Who knows, you might even have your next big seller, as in this video for an innovation-on-innovation violation (consider watching with sound on mute if in shared office or if potentially offended by lyrics):