Personally I don't see a need to mock brand but the need for shock was well warranted. Had this been a Romney is kliling it tonight it may have been mocked or forgiven faster but the tweet was so vile and low (and of the president of the USA) that it totally deserved getting attention. I am sure no-one will hold it against the brand (it would be foolish to do so) but your post mentioning character is important. Same goes for brands who hire loose canon bloggers to be their ambassadors