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.


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.

Research Coverage

Dipanjan Chatterjee's Research

  • For CMO Professionals

    Report: Emotions Fuel Your Brand Energy

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied...

  • For CMO Professionals

    Report: The Rise Of Intelligent Branding

    The traditional paradigm of brand management has been upended by intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand impress...

  • For CMO Professionals

    Report: We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

    As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, Ind...

  • For CMO Professionals

    Report: B2B Firms Must Focus On Brand Equity To Drive Value

    Business-to-business (B2B) CMOs are just as invested in bettering their brands as business-to-consumer (B2C) CMOs. Like their consumer-focused counterparts, they want to build, measure, and mana...

  • For CMO Professionals

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

    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 fos...

View all of Dipanjan Chatterjee's Research

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