We need to decide what sits on top of all the superpowers. There has to be something that sits on top of everything.

I imagine that trait for my brand is - being human. We all know that trust in Indian customers is a key element. Humans trust humans. We are selling to humans. We are talking to humans. You see, humans don't like to be intruded upon. Humans's want to avoid being bombarded with hundreds of marketing messages on their faces.

A brand like IndiGo has multiple touch points of tech and humans right from the moment you decide to go to a place from point A to point B. I have to be sure that I have to 'sound human'. I have to 'behave' like a human. I have to offer the experience to humans. So that's one. It sits on top of it. All the five superpowers or everything else is an offshoot of that.

There are so many great brands that have proved time & again that brands that act & be like humans thrive. SBI is a great example. Their campaign, 'Banker to every Indian' was so spot on. You don't feel like you are being advertised to.

I'll give a brilliant example of this phenomenon. The accessibility feature for visually impaired people inside the Headspace app is insane. They have put all customers on the same pedestal and demonstrate that they treat every customer as a human.

Long story short, Being human sits on top. When you think of the brand TATA, it's the brand's human side that gets triggered. The warmth & the experience. So the key takeaway is that being human sits on top of everything.

About superpowers. I'll conclude with an analogy with the superhero Superman. Lois Lane falls in love, not with a suit, but with an ordinary guy - Clark Kent. She's falling in love with a human. She's looking up to superpowers, looking up to that suit, but ultimately she 'trusts' a human. That is the level of humility and humanness that we need to bring to brands.

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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