Dipanjan   Chatterjee

Dipanjan Chatterjee

VP & Principal Analyst Serving CMO Professionals

Dipanjan serves CMOs, helping them thrive in the age of the customer. He is a branding expert and focuses on strategies and best practices for developing and managing world-class brands. His areas of focus include positioning and messaging, brand equity and health, brand energy and emotion, branding in emerging markets, and global brand management.

He applies this expertise to a wide variety of industries, from packaged goods to consumer appliances and from retail banking to B2B.

Previous Work Experience

Dipanjan has spent well over a decade advising some of the best global brands. Prior to Forrester, he was an SVP at Y&R’s brand strategy practice (BAV). He also served as chief strategy officer of a global boutique consultancy and worked in the marketing practice at Booz & Co. In addition, Dipanjan has extensive senior management experience in product and marketing roles at FedEx/Kinko’s and at a Berkshire Hathaway retail company. 

Dipanjan has authored several articles in industry journals and spoken at international conferences in North America, Asia, and Africa on topics such as brand value, equity assessment, emerging market branding and consumer preferences, and nation branding.

Education

Dipanjan has an MBA from the University of Chicago, where he focused on strategy and marketing. He received his B.A., magna cum laude, in economics from Amherst College, where he was awarded a Ford Foundation grant, the James Nelson Prize in economics, and was nominated to the Phi Beta Kappa society.

Dipanjan Chatterjee

VP & Principal Analyst Serving CMO Professionals

Dipanjan serves CMOs, helping them thrive in the age of the customer. He is a branding expert and focuses on strategies and best practices for developing and managing world-class brands. His areas of focus include positioning and messaging, brand equity and health, brand energy and emotion, branding in emerging markets, and global brand management.

He applies this expertise to a wide variety of industries, from packaged goods to consumer appliances and from retail banking to B2B.

Previous Work Experience

Dipanjan has spent well over a decade advising some of the best global brands. Prior to Forrester, he was an SVP at Y&R’s brand strategy practice (BAV). He also served as chief strategy officer of a global boutique consultancy and worked in the marketing practice at Booz & Co. In addition, Dipanjan has extensive senior management experience in product and marketing roles at FedEx/Kinko’s and at a Berkshire Hathaway retail company. 

Dipanjan has authored several articles in industry journals and spoken at international conferences in North America, Asia, and Africa on topics such as brand value, equity assessment, emerging market branding and consumer preferences, and nation branding.

Education

Dipanjan has an MBA from the University of Chicago, where he focused on strategy and marketing. He received his B.A., magna cum laude, in economics from Amherst College, where he was awarded a Ford Foundation grant, the James Nelson Prize in economics, and was nominated to the Phi Beta Kappa society.

Dipanjan Chatterjee's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook

    February 7, 2018Dipanjan Chatterjee

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of managing brand as an asset to a customer-obsessed one of creating a resonant brand experience. The brand experience playbook helps CMOs reinvent their brand-building strategies to create a connected, customer-obsessed brand experience. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Case Study: Honda Puts Brand Effectiveness In High Gear With Consumer Neuroscience

    Performance Management: The Brand Experience Playbook

    February 6, 2018Dipanjan Chatterjee

    Honda used consumer neuroscience to test several advertising creative executions. This enabled the car company to unearth findings that optimized its campaigns in a way it could never imagine doing with traditional testing. CMOs: If you are designing consumer-facing communications or experiences, such as video ads, user interfaces, or retail experiences, this report will open your eyes to a new and far more effective way to measure and optimize your efforts.

  • For CMO Professionals

    REPORT: Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

    Continuous Improvement: The Brand Experience Playbook

    January 24, 2018Dipanjan Chatterjee

    Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the complexity of this task. To succeed, CMOs must master multiple brand measurement and evaluation methodologies — from traditional tracking to cutting-edge neuromarketing. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: From Great To Amazing: Building Brands With Enduring Resonance

    Strategic Plan: The Brand Experience Playbook

    January 12, 2018Dipanjan Chatterjee

    Great brands are built on great customer experiences. Amazing brands are built on resonance. A brand that resonates does more than deliver on its product, service, and experience promise: It fosters attachment, nurtures a community, and builds lasting engagement. Sharp CMOs should read this report to discover how to build a brand that has lasting resonance.

  • For CMO Professionals

    REPORT: Put Brand Energy To Work By Building A Five-Step Action Plan

    Tools And Technology: The Brand Experience Playbook

    November 30, 2017Dipanjan Chatterjee

    Forrester's brand energy framework is an emotion-driven model that captures the power of a brand and its ability to influence consumer decision making in its favor. CMOs: Read this report to learn how to put this framework into practice for your B2C or B2B brand by building a customized brand energy strategy and action plan.

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