Over the last couple of years, as users, humans, consumers, and brands, there has been hyper realisation around our lives, the brands we interact with, the products we use, and our interactions with each other.

The first thing is around finding your purpose as a brand. Many brands have started doing that around covid, the environment and the climate. Finding that higher purpose and being genuine about it has become essential for brands.

The second is around formats. With receding attention spans, video is going to stay. Short-form videos and finding your way to communicate fast will be an essential arsenal for marketers.

Content personalisation for news as a category in print required a significant shift in thinking for a 124-year-old brand to align organisation-wide. It is about setting up a baseline on how to operationalise personalisation. It started with defining what personalisation would mean for the users and making that a priority. All elements of the experience, from data, content, newer products & formats like OTT play, and the delivery platform, had to be set right. It's about walking the talk; HT is still on that journey.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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