The issue up for discussion is what are the means by which one can establish a new reputation for themselves and/or their company, through diminishing or effacing negative and/or undesired results on common search engines like Google. Any suggestions and input are greatly appreciated.
You should probably investigate the issue first and deal with negative comments (reviews, whatever..) where possible. Don’t leave them without reaction, try to respond to criticism where it makes sense and show that you actually care who’s talking of your brand online. Another way to overcome negative reputation is to release the flood of positive information about your brand online. There are is a plenty of reputation management solutions, for instance in the tool I’m using for SMM tasks there’s an in-built feature which allows searching for niche-relevant socially powered sites one can use for comments or reviews. You may also improve your online reputation by the means of SEO and rank more branded pages, so that they will displace the old results from SERPs. Overall, try to demonstrate your brand’s advantages, and the ability to communicate and reply to criticism, so your brand name will get noticed for adding value to the niche.