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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: Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook

    October 5, 2017Dipanjan 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.

  • For CMO Professionals

    REPORT: Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    June 27, 2017Dipanjan Chatterjee, James L. McQuivey, Gina Fleming, Juan Salazar

    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 its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where customer experience and brand must work together to build future-ready companies.

  • For CMO Professionals

    REPORT: The Rise Of Intelligent Branding

    Landscape: The Brand Experience Playbook

    June 2, 2017Dipanjan Chatterjee

    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 impressions. CMOs should read this report to understand how their consumers create brand associations based on emotional triggers and to learn how to shape these brand experiences to drive customer experience.

  • For CMO Professionals

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

    Processes: The Brand Experience Playbook

    April 12, 2017Dipanjan Chatterjee

    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, India, and Mexico. However, the rules of brand-building in mature economies do not always apply to growth markets, which often present myriad unique consumer traits and cultural idiosyncrasies. CMOs of brands in the US and other developed markets can use this report to decode the nuances of brand-building and give their brands a boost in growth markets.

  • For CMO Professionals

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

    Benchmarks: The Brand Experience Playbook

    January 6, 2017Dipanjan Chatterjee

    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 manage their brands. But are they chasing the right goals? This report explores the vital role of equity in brand management and spells out a framework for measuring and managing brand equity that is specific to the B2B environment.

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