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

    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.

  • For CMO Professionals

    REPORT: Conquer Three Emotional Territories To Power Your Brand Experience

    Assessment: The Brand Experience Playbook

    December 18, 2018Dipanjan Chatterjee

    For a CMO to build a powerful brand, it is not enough for her to know that she must infuse it with an energy derived from emotions; she must also know the right emotions to activate to create a resonant brand. Read this report to learn about three emotional territories that your brand must conquer to resonate with your customers and prospects.

  • For CMO Professionals

    REPORT: Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook

    November 29, 2018Dipanjan Chatterjee

    B2B CMOs, marketers, and CX professionals should read this report to understand brand's far-reaching impact in driving successful acquisition and retention as well as creating top-line growth. The report describes the process for designing emotion-led brand strategies that enable B2B firms to heighten their brand's energy and maximize its impact through the customer life cycle. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CMO Professionals

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

    Benchmarks: The Brand Experience Playbook

    November 27, 2018Dipanjan Chatterjee

    Business-to-business (B2B) CMOs must invest in brand equity to drive financial value. This report explores the vital role of equity in brand management and provides a framework to help CMOs measure and manage brand equity in a B2B environment. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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