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	<title>BRAND ILLUMINATION &#124; Realising the richness within &#124; Fiona Pearman</title>
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	<link>http://www.brandillumination.com.au</link>
	<description>specialising in creative processes which enable your unique brand essence to emerge</description>
	<lastBuildDate>Mon, 20 Feb 2012 22:00:55 +0000</lastBuildDate>
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		<title>Vegemite: a lesson in brand story chutzpah!</title>
		<link>http://www.brandillumination.com.au/featured/vegemite-a-lesson-in-brand-story-chutzpah/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=vegemite-a-lesson-in-brand-story-chutzpah</link>
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		<pubDate>Mon, 20 Feb 2012 22:00:55 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Experience]]></category>
		<category><![CDATA[Brand Management]]></category>
		<category><![CDATA[Brand Strategy]]></category>
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		<category><![CDATA[Brand experience]]></category>
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		<category><![CDATA[vegemite]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=296</guid>
		<description><![CDATA[How’s this for a perfect example of a brand connecting with and celebrating a bigger story. Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. [...]]]></description>
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		<title>Why are Australians spending in Zara</title>
		<link>http://www.brandillumination.com.au/brand-strategy/why-are-australians-spending-in-zara/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=why-are-australians-spending-in-zara</link>
		<comments>http://www.brandillumination.com.au/brand-strategy/why-are-australians-spending-in-zara/#comments</comments>
		<pubDate>Sun, 12 Feb 2012 21:51:39 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Culture]]></category>
		<category><![CDATA[Brand Experience]]></category>
		<category><![CDATA[Brand Management]]></category>
		<category><![CDATA[Brand Strategy]]></category>
		<category><![CDATA[Brand experience]]></category>
		<category><![CDATA[Brand management]]></category>
		<category><![CDATA[brand strategy]]></category>
		<category><![CDATA[Business Model]]></category>
		<category><![CDATA[Online shopping]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=269</guid>
		<description><![CDATA[and TopShop yet not with our local brands? Online shopping is not the only reason our local brands are challenged. December 2011 was the opening of the first Topshop premises in Melbourne.  Hundreds of people waited in line, in the unpredictable Melbourne weather – some for over 17 hours, just to be first into the [...]]]></description>
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		<title>Surrendering to change….</title>
		<link>http://www.brandillumination.com.au/brand-strategy/surrendering-to-change%e2%80%a6/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=surrendering-to-change%25e2%2580%25a6</link>
		<comments>http://www.brandillumination.com.au/brand-strategy/surrendering-to-change%e2%80%a6/#comments</comments>
		<pubDate>Tue, 31 Jan 2012 19:36:16 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Strategy]]></category>
		<category><![CDATA[Change]]></category>
		<category><![CDATA[brand clarity]]></category>
		<category><![CDATA[brand context]]></category>
		<category><![CDATA[brand strategy]]></category>
		<category><![CDATA[change]]></category>
		<category><![CDATA[resilience]]></category>
		<category><![CDATA[resistance]]></category>
		<category><![CDATA[surrender]]></category>
		<category><![CDATA[Vulnerability]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=254</guid>
		<description><![CDATA[When I was working for a multinational automotive manufacturer in 1998 I attended a seminar where I heard one of my favourite quotes – the only certainty is the constant surrender to change… For me, this was a profound shift from my tendency to view change as disruptive and getting in the way for things [...]]]></description>
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		<title>A New Understanding of Courage</title>
		<link>http://www.brandillumination.com.au/personal-brand-2/a-new-understanding-of-courage/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=a-new-understanding-of-courage</link>
		<comments>http://www.brandillumination.com.au/personal-brand-2/a-new-understanding-of-courage/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 21:15:07 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Change]]></category>
		<category><![CDATA[Personal Brand]]></category>
		<category><![CDATA[courage]]></category>
		<category><![CDATA[truth]]></category>
		<category><![CDATA[Vulnerability]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=222</guid>
		<description><![CDATA[When I think of courage in the context of leadership, I&#8217;m aware of a shifting groundswell of an evolution in emerging leaders. A growing number of people waking up to a fresh understanding around what leadership is and what it requires of them. A realisation that leadership comes from a strong and powerfully intimate connection [...]]]></description>
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		<title>Kyle Sandilands furore says more about</title>
		<link>http://www.brandillumination.com.au/brand-strategy/kyle-sandilands-furore-says-more-about/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=kyle-sandilands-furore-says-more-about</link>
		<comments>http://www.brandillumination.com.au/brand-strategy/kyle-sandilands-furore-says-more-about/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 08:19:48 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Strategy]]></category>
		<category><![CDATA[Brand Trust]]></category>
		<category><![CDATA[Celebrity Brands]]></category>
		<category><![CDATA[Personal Brand]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand trust]]></category>
		<category><![CDATA[Kyle Sandilands]]></category>
		<category><![CDATA[personal brand]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=242</guid>
		<description><![CDATA[consumers than advertisers The notion of commercial or celebrity brands having any relevance or impact on the reality and integrity of who I really am, seems at first glance superficial and somewhat off-putting…however I contend that our brand interactions everyday reveal a deeper layer of what our values truly are… There has been much comment, [...]]]></description>
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		<title>Getting personal</title>
		<link>http://www.brandillumination.com.au/brand-sustainability/getting-personal/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=getting-personal</link>
		<comments>http://www.brandillumination.com.au/brand-sustainability/getting-personal/#comments</comments>
		<pubDate>Tue, 15 Nov 2011 22:00:42 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Sustainability]]></category>
		<category><![CDATA[business sustainability]]></category>
		<category><![CDATA[CRM]]></category>
		<category><![CDATA[Customers]]></category>
		<category><![CDATA[knowing customers]]></category>
		<category><![CDATA[understanding customers]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=175</guid>
		<description><![CDATA[How knowing customers well makes your business viable… So here is the thing – I buy 1 coffee every day, takeaway.  It’s my treat. I buy it from the same café everyday, even though there are 3 great cafes within arms reach of each other. I buy it there not only because I like their [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Your Word is Your Wand</title>
		<link>http://www.brandillumination.com.au/brand-communications/your-word-is-your-wand/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=your-word-is-your-wand</link>
		<comments>http://www.brandillumination.com.au/brand-communications/your-word-is-your-wand/#comments</comments>
		<pubDate>Mon, 14 Nov 2011 09:28:12 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Communications]]></category>
		<category><![CDATA[choice]]></category>
		<category><![CDATA[choose]]></category>
		<category><![CDATA[conscious communication]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Facilitation]]></category>
		<category><![CDATA[facilitator]]></category>
		<category><![CDATA[language choice]]></category>
		<category><![CDATA[self help]]></category>
		<category><![CDATA[skills]]></category>
		<category><![CDATA[trainers]]></category>
		<category><![CDATA[transformation]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=205</guid>
		<description><![CDATA[Our language is a symbol of the way we think. Words we attach to our reality become our reality. Language shapes our reality and is literally accepted by our unconscious mind. Our beliefs are formed by words and can be changed by words. Nothing you say is said for no reason at all. Quite often [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Being Language Aware</title>
		<link>http://www.brandillumination.com.au/brand-communications/being-language-aware-how-help-and-need-can-become-the-four-letter-words-of-disempowerment/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=being-language-aware-how-help-and-need-can-become-the-four-letter-words-of-disempowerment</link>
		<comments>http://www.brandillumination.com.au/brand-communications/being-language-aware-how-help-and-need-can-become-the-four-letter-words-of-disempowerment/#comments</comments>
		<pubDate>Sun, 13 Nov 2011 22:00:51 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Communications]]></category>
		<category><![CDATA[Change]]></category>
		<category><![CDATA[choice]]></category>
		<category><![CDATA[choose]]></category>
		<category><![CDATA[conscious communication]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Facilitation]]></category>
		<category><![CDATA[facilitator]]></category>
		<category><![CDATA[language choice]]></category>
		<category><![CDATA[self help]]></category>
		<category><![CDATA[skills]]></category>
		<category><![CDATA[trainers]]></category>
		<category><![CDATA[transformation]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=152</guid>
		<description><![CDATA[How &#8216;help&#8217; and &#8216;need&#8217; can become the four letter words of disempowerment Working with many clients who are experts in leadership, change, organisational culture and transformation, I’ve noticed that often their positioning, on the web, in promotional pieces, in advertising and proposal writing includes the words HELP or NEED. These insidious four letter words appear [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Rebuilding brand trust</title>
		<link>http://www.brandillumination.com.au/branding/rebuilding-brand-trust/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=rebuilding-brand-trust</link>
		<comments>http://www.brandillumination.com.au/branding/rebuilding-brand-trust/#comments</comments>
		<pubDate>Mon, 02 May 2011 06:00:01 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Branding]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=136</guid>
		<description><![CDATA[How being vulnerable and admitting mistakes restores brand credibility Everyone makes mistakes. All businesses make mistakes. Failing is part of the human condition and yet in business life a lot of energy is spent avoiding admitting our failures. Whether it’s defensively justifying actions or processes that went awry or blaming someone else, another company or [...]]]></description>
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		<slash:comments>17</slash:comments>
		</item>
		<item>
		<title>Trusting the process</title>
		<link>http://www.brandillumination.com.au/brand-strategy/trusting-the-process/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=trusting-the-process</link>
		<comments>http://www.brandillumination.com.au/brand-strategy/trusting-the-process/#comments</comments>
		<pubDate>Tue, 11 Jan 2011 22:50:23 +0000</pubDate>
		<dc:creator>Fiona</dc:creator>
				<category><![CDATA[Brand Strategy]]></category>

		<guid isPermaLink="false">http://www.brandillumination.com.au/?p=118</guid>
		<description><![CDATA[Recently I’ve been taking notice of the rhythms of my business. I’m fortunate to have a lovely harmony between paid work and all my other roles – mum, wife, home manager, friend, avid book reader etc. Sometimes it feels like there’s too much work and almost immediately one or other project will push a deadline [...]]]></description>
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