Cool Cities Urban Youth Community: New York

Introduction Full Report Last November, we‟ve released a new research paper about a global research community project we did at InSites Consulting called: “We got a crush on you(th)”. The community was running for a period of 6 weeks, the recruited Millennials (150) were between the 18 and 29 years old. We‟ve asked the community members about what they find “cool” in the city they live in. This way, we‟ve collected very interesting insights, resulting in a “what‟s cool and hot” guide in New York, Rio, Paris, Amsterdam, London and more cities. In the slidedeck you‟re reading right now, you can find a where-to-go-guide for New York City for shopping, dinner, lunch, party. All advice is coming directly from our youth community. We like it a lot, and we hope you like it, too! http://www.slideshare.net/joerivandenbergh/we-got-a- Joeri Van den Bergh crush-on-youth (@joeri_insites)www.howcoolbrandsstayhot.com I #coolbrands

Lunch • Friend of a Farmer http://www.friendofafarmernyc.com/ 77 Irving Pl # 1 New York, NY 10003-2203 (212) 477-2188 “Great brunch!!! Fantastic, fresh food in a rustic / cottage type atmosphere! Price is on the cheaper side for NYC,” • Tortilla Flats http://www.tortillaflatsnyc.com/ 767 Washington StreetNew York, NY 10014-1746 (212) 243-1053 “Funky decorations, good Mexican food, fantastic margaritas!! All around fun place! “ • Azuki http://www.azuki-nyc.com/ 520 8th Avenue Manhattan, NY 10018 - (212) 736-5116 “If you like sushi, but don’t want to spend an arm and a leg for lunch, GO TO AZUKI. Good food, FREE SAKI, FREE WINE and club music pumping in the background! It doesn’t get much better than this!”www.howcoolbrandsstayhot.com I #coolbrands

Visit Shop • Brooklyn Bridge and Brooklyn • Greenwich Village Bridge Park “This is am artsy district of the city, and it’s got it all! Shopping, exploring, eating, drinking, music, dancing, entertainment! I like to spend summer “Walk across the bridge from Manhattan into Brooklyn and relax in the Saturdays in the Village.” park afterwards.” • Southstreet Seaport http://www.southstreetseaport.com/ • The Conservatory Garden “AMAZING place to walk around and shop, eat and drink,” “Absolutely GORGEOUS”www.howcoolbrandsstayhot.com I #coolbrands

Party • Webster Hall http://www.websterhall.com/ 125 E 11th St City, New York, NY 212-353-1600 “If you want to party head over to Webster Hall. Webster Hall - The oldest club in town was revamped. It all starts as soon as one treks down 11th Street, heading toward the main doors, where youll see the deep stairwell-to-nowhere is now an entry point, dressed with a nifty neon sign directing you to "The Studio”-- an intimate area designed to hold about 300 while bands and DJs play a buffer of alt rock/ electronic that does justice to the modern sound of New York rock.” • 230 Fifth http://www.230-fifth.com/ 230 Fifth Avenue New York, NY 10001 (212) 725-4300 “For locals and non-locals alike, you can’t beat the view at 230 Fifth. Come for one drink, as they tend to be on the expensive side, soak in the view, then head to The Bitter End (below) for awesome live music or to Libation to dance your butt off!” • Iron Horse www.ironhorsenyc.com 32 Cliff St (between John St &Fulton St) New York, NY 10038 “This place is SO much fun to party at. Biker babe bartenders, dancing, hula hoops, drinks, great music! It’s got it all! And I didn’t know this before I checked out the website, but I can definitely vouch for it: “The Iron Horse has been named BEST BAR TO MEET SOMEONE IN NEW YORK by CBS Local New York”. “www.howcoolbrandsstayhot.com I #coolbrands

Dine • Peter Luger, Inc. 178 Broadway Brooklyn, N.Y. 11211 Reservations: 718-387-7400 “When your in NY I would definitely eat at Peter Luger Steakhouse. For over 100 years, Peter Luger has been serving up outstanding porterhouse steaks in Williamsburg, Brooklyn. Peter Luger is just a short cab ride from Manhattan and well worth the trip. Begin your meal with the bacon or tomato and onion appetizer, always order their famous porterhouse steak for 2 medium-rare, and try the creamed spinach and potatoes alongside. Cash only so just remember that.” • The Smith http://www.ctrnyc.com/THESMITH/index.html 55 Third Avenue, New York (212) 420-9800 “Amazing food, trendy / hip place located in the artsy East Village. Try the mac n’ cheese. It’s to die for! Reservations are preferred.” • Tao http://www.taorestaurant.com/ 42 East 58th Street, New York, NY (212) 888-2288 “Now the food here is IMPECCABLE, but more pricey than Azuki! This place defines NYC. Great food, great music, beautiful people, fantastically trendy and hip with a gigantic Budda welcoming you into the restaurant. After dinner hours, this turns into a club and one can frequently find celebrities sharing drinks in the VIP lounge. Reservations preferred.”www.howcoolbrandsstayhot.com I #coolbrands

Sleep • The W New York: Union Square http://www.starwoodhotels.com/whotels/property/ov erview/index.html?propertyID=1299 201 Park Ave S New York, NY 10003 “This place is a few blocks away from Friend of a Farmer. Stay here for a trendy, young atmosphere and amazingly comfortable beds! Wake up, head to Friend of a Farmer for brunch and start your day off right!” • The Hudson Hotel: http://www.hudsonhotel.com/en-us/ 356 W 58th StNew York, NY 10019 (212) 554-6000 “Great atmosphere and library bar at this hotel! The rooms are on the smaller side, but most NY rooms are. And if you‟re in NYC, you should be out exploring and partying and not spending all of your time in your hotel room!”www.howcoolbrandsstayhot.com I #coolbrands

//How Cool Brands Stay HotThe book is about connecting with a new generation (Generation Y) which willdetermine how society and the consumer markets will evolve in the next 3decades. The book is based on 5 years of intense new market research andinsights and case studies of MTV teams from all over the world, and offers insightsin the psychology and behaviour of “the Millennials” as consumers. The bookdescribes the five main characteristics of successful youth brands and will helpcompanies get in touch with this new generation of consumers by understandingtheir preferences and dislikes. The book is interspersed with case studies andinterviews with global marketing executives at international brands such asH&M, Coca-Cola, Levi‟s, Nike, Nokia and Jack & Jones. It presents creative ideasto its readers about how to position, develop and promote brands and how tomake them relevant for Generation Y. More info and updates on:http://www.howcoolbrandsstayhot.comThe book has just won the „Marketing Book of The Year 2011‟ award. Aprofessional and international jury nominated it as one of the 10 best books of2011. Afterwards 2,153 marketers from 85 countries voted „How Cool Brands StayHot’ as best marketing book of the past year. More info on this award on:http://www.marketingbookoftheyear.org

The 5 components of the CRUSH model are: C.R.U.S.H. Coolness: What does it mean to be a cool brand for this generation? How do you achieve a cool status and why should you bother? Realness: Brand authenticity is a key aspect that discerns long-term winning brands from fads. With Generation Y, authenticity is attained in another way than the traditional approach of claiming origin, heritage or history. In their book, Joeri Van den Bergh and Mattias Behrer describe a model, based on years of youth experience and Uniqueness: A clear positioning based on a sustainable brand DNA will quantitative Gen Y research in several European markets, to increase impact among youngsters. This generation is craving for connect with this new generation of consumers . The anchor brands in a fragmented world. But how do you assert brandCRUSH model summarizes the five aspects that are uniqueness when most innovations are copied within a couple of key in developing branding strategies with Generation Y. months‟ time? Self-identification with the brand: Gen Yers will only feel emotionally connected with your brand when it feels like a friend to them. This implies that your brand should reflect their diverse lifestyles. A better understanding of their identity construction will make your brand fit in with youths‟ lives while embracing diversity. Happiness: Popular youth brands know how to leverage from positive emotions and avoid arousing negative ones. Based on their research work, Van den Bergh and Behrer concluded that brands that are highly rated on each of the CRUSH elements by Generation Yers are more likely to experience increased word-of-mouth and a more positive brand image eventually leading to a better NPS (Net Promoter Score).www.howcoolbrandsstayhot.com I #coolbrands

ContactJoeri Van den BerghCo-founder InSites Consulting +32 496 232 919 joeri@insites-consulting.com @joeri_insites www.linkedin.com/in/joerivandenbergh

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