Dipanjan   Chatterjee

Dipanjan Chatterjee

VP & Principal Analyst Serving CMO Professionals

Dipanjan is a branding expert who works with CMOs to build world-class brands that create real financial value. Dipanjan’s recent research delves into brand strategies and experiences that are fueled by the customer of the future, who is both defining and being defined by ever-expanding technology frontiers. Topics covered in his work include brand strategies to drive business value, the future of digital brand experience, emotions and the humanity of brands in a world of machines, measurement frameworks to make sense of brand, and analytical models of consumer brand perception and choice.

Dipanjan is a sought-after keynote speaker at major global conferences on a variety of cutting-edge marketing and branding topics. He is often quoted in prominent news channels like the Associated Press, NPR, the New York Times, and the Washington Post, and his writing can be found in leading publications like AdAge, CMO.com, The Drum, and Forbes.

Previous Work Experience

Before he joined Forrester, Dipanjan spent two decades in various strategy consulting and executive leadership roles. He was a senior vice president at Young & Rubicam’s brand strategy practice, served as partner and chief strategy officer at a boutique brand consultancy, owned a P&L at a Berkshire Hathaway company, and led product and innovation groups at FedEx Kinko’s. Earlier in his career, Dipanjan was an investment banker with Morgan Stanley and a marketing strategy consultant with Booz Allen.

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 and the James Nelson Prize in economics and nominated to the Phi Beta Kappa society.

Dipanjan Chatterjee

VP & Principal Analyst Serving CMO Professionals

Dipanjan is a branding expert who works with CMOs to build world-class brands that create real financial value. Dipanjan’s recent research delves into brand strategies and experiences that are fueled by the customer of the future, who is both defining and being defined by ever-expanding technology frontiers. Topics covered in his work include brand strategies to drive business value, the future of digital brand experience, emotions and the humanity of brands in a world of machines, measurement frameworks to make sense of brand, and analytical models of consumer brand perception and choice.

Dipanjan is a sought-after keynote speaker at major global conferences on a variety of cutting-edge marketing and branding topics. He is often quoted in prominent news channels like the Associated Press, NPR, the New York Times, and the Washington Post, and his writing can be found in leading publications like AdAge, CMO.com, The Drum, and Forbes.

Previous Work Experience

Before he joined Forrester, Dipanjan spent two decades in various strategy consulting and executive leadership roles. He was a senior vice president at Young & Rubicam’s brand strategy practice, served as partner and chief strategy officer at a boutique brand consultancy, owned a P&L at a Berkshire Hathaway company, and led product and innovation groups at FedEx Kinko’s. Earlier in his career, Dipanjan was an investment banker with Morgan Stanley and a marketing strategy consultant with Booz Allen.

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 and the James Nelson Prize in economics and nominated to the Phi Beta Kappa society.

Dipanjan Chatterjee's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: How Direct Brands Are Transforming The Customer/Brand Relationship

    They Are Uniquely Intelligent, Brutally Honest, And Fanatically Fair

    April 2, 2019Dipanjan Chatterjee

    The success of direct-to-consumer companies has transformed the relationship between brands and customers. These brands have changed how we buy, and they have redefined what it means to be a brand. CMOs: The rules of branding, including those that apply to legacy brands, have been rewritten. Using the health and beauty category as an example, this report outlines what it will take for any brand to thrive in this new era of brand relationships.

  • For CMO Professionals

    REPORT: Generate Brand Energy With Digital Experiences: Engage, Excite, And Entangle Your Customer

    Processes: The Brand Experience Playbook

    January 30, 2019Dipanjan Chatterjee

    In today's consumer environment, brand experiences are overwhelmingly digital — we touch, type, poke, and command our way through interactions. To create and sustain an emotion-driven brand, CMOs must master the art and the technology powering digital experiences. Read this report to learn how to harness the power of existing and emerging digital experiences to create brand value.

  • For CMO Professionals

    REPORT: The CMO's Guide To CES 2019: Five Big Brand Ideas

    January 23, 2019Dipanjan Chatterjee

    CES, the world's largest tech show, is about much more than technology. For CMOs, CES is rich with innovation ideas, new brand experiences, and conversations about the future of marketing. If you missed the show this year or if you attended but are still trying to make sense of the sensory overload that is CES, read this report to discover the five big brand ideas on display at CES 2019.

  • For CMO Professionals

    REPORT: Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook

    January 9, 2019Dipanjan 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: Navigate Four Waypoints To Build Brand Resonance

    Road Map: The Brand Experience Playbook

    January 8, 2019Dipanjan Chatterjee

    A powerful brand strives for more than relevance to prospects; it makes itself an invaluable and inextricable part of customers' lives as well. This report outlines a road map for CMOs with four clear waypoints, from salience to resonance, on the road to building a powerful brand. Use the map to understand where your brand is and learn how to move it to the next waypoint. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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