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: Give Your Brand A Voice — Literally

    Vision: The Brand Experience Playbook

    July 23, 2018Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice.

  • For Customer Experience Professionals

    REPORT: Root Your CX Vision In Your Brand

    Brands Must Keep Their Promises With CX

    April 26, 2018 Ryan Hart, Dipanjan Chatterjee

    Forrester predicted in 2018 that brands that own their values will break away from those that merely borrow them. This means that companies that deliver authentic brand-anchored experiences will not only outperform their category competitors but will also cut through the crisis of customer trust that brands face today to emerge a customer experience (CX) leader. This report emphasizes the need for CX professionals to create a brand-rooted CX vision that is authentic, inspiring, and mobilizing (AIM).

  • For CMO Professionals

    REPORT: Apple "Brands Different": Lessons From The World's Most Valuable Brand

    April 5, 2018Dipanjan Chatterjee

    Apple is the most valuable brand in the world. Its unrivalled portfolio, category-defining innovation, legendary design, and, most of all, its rabid fandom makes it one of the most worshipped brands among marketers. Read this report to find out the brand marketing secrets of the world's most coveted brand.

  • 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.

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