WEEK TWO -What makes or breaks a brand?
Identifying a gap for a new brand, and its house style and editorial tone.
ABC – Audit Bureau of Circulations
NRS – National Readership Survey
– You’re idea may not work on paper
– You’re idea may be a brand extension
-Think about possible sister magazine (Spin Off)
Read: ‘Two sides of the Innovation Coin? An empirical investigation of the relative correlates of idea generation and idea implementation.’
Having read the journal article, describe the process of establishing a new idea, and why it is important to make mistakes.
People communicate and create new ideas in many different ways. The, ‘Two sides of the Innovation Coin’ reading discusses the process of establishing new ideas and why it is important that you make mistakes throughout the process. It is important when creating a new idea that you believe that you are capable of producing original and inspiring work. Paragraph eight of the Two sides of the Innovation Coin backs up my theory by stating, ‘Creative- self-efficiency refers to the ‘belief that one has the ability to produce creative outcomes, because general self-effect beliefs influence the motivation and ability to engage in specific behaviour.’
There are certain steps you should take when brainstorming a new idea,  The Innovation Coin journal suggests that you should think be open about things such as experiences, be persistent, show curiosity have great energy, and be as honest as you possibly can be. These things are vital if you want to innovate creative ideas.  It is important to make mistakes when brainstorming, as it allows you to eliminate idea’s that may have been successful but as you go into further detail you are able to discover the reasons why that particular idea may not have worked.
 Wissam Magadley & Kamal Birdi . (February 2012). Individual level Characteristics and Innovation. In: – The Two sides of the Innovation Coin. Imperial College Press: -. 4.
 Wissam Magadley & Kamal Birdi . (February 2012). Individual level Characteristics and Innovation. In: – The Two sides of the Innovation Coin . Imperial College Press: -. 3.