November 2012

Tesco Corporate reputation wordle

Tesco Then and Now - Our Changing Perceptions

The language we use to describe businesses and brands can reveal a lot about our perceptions and beliefs.

Take these two word clouds created from news reports of Tesco's results from 2002 and 2012.

Ten year's ago the business was marching forward under Sir Terry Leahy, with booming sales and profits.

The picture today looks very different.  A more complex and confused story is emerging, with a brand image dogged by "warnings" and "drops".

This is why we use our reputation monitoring tools to help organisations listen to stakeholders and track changes in reputation. 

Seeing these perceptions reflected can be a huge motivation to create organisational change and proactively manage reputation.

Tesco Corporate reputation wordle