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Dipanjan   Chatterjee

Dipanjan Chatterjee

VP, Principal Analyst Serving CMO Professionals

Dipanjan is a vice president and principal analyst at Forrester, where he leads the brand strategy practice. 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. His work covers topics including strategies to drive business and brand value, the future of digital brand experience, emotions and the humanity of brand in a world of machines, measurement frameworks to make sense of brand, analytical models of consumer brand perception and choice, and future trends like the evolution of gender and its impact on marketing.

Dipanjan is a frequent keynote speaker at global conferences such as SXSW and Mobile World Congress; has been quoted in leading global media like Adweek, Fast Company, Fortune, NPR, the New York Times, the Times (UK), Vogue, and the Washington Post; and writes for publications like AdAge, CMO.com, The Drum, Forbes, Meio & Mensagem (Brazil), and MIT Sloan Management Review.

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 in Young & Rubicam’s brand strategy practice, was 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 BA, magna cum laude, in economics from Amherst College, where he was awarded a Ford Foundation grant and the James Nelson Prize in economics and was nominated to the Phi Beta Kappa society.

Dipanjan Chatterjee

VP, Principal Analyst Serving CMO Professionals

Dipanjan is a vice president and principal analyst at Forrester, where he leads the brand strategy practice. 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. His work covers topics including strategies to drive business and brand value, the future of digital brand experience, emotions and the humanity of brand in a world of machines, measurement frameworks to make sense of brand, analytical models of consumer brand perception and choice, and future trends like the evolution of gender and its impact on marketing.

Dipanjan is a frequent keynote speaker at global conferences such as SXSW and Mobile World Congress; has been quoted in leading global media like Adweek, Fast Company, Fortune, NPR, the New York Times, the Times (UK), Vogue, and the Washington Post; and writes for publications like AdAge, CMO.com, The Drum, Forbes, Meio & Mensagem (Brazil), and MIT Sloan Management Review.

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 in Young & Rubicam’s brand strategy practice, was 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 BA, magna cum laude, in economics from Amherst College, where he was awarded a Ford Foundation grant and 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: Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

    May 14, 2020Dipanjan Chatterjee, Peter Wannemacher

    Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers think of banks as undifferentiated, and a fast-growing crop of disruptors is threatening bank brands' relevance. The primary danger for banks isn't a spike in attrition, so customer retention won't be enough to address these threats. Instead, bank CMOs must drive sustained, profitable growth by focusing on three emotional "territories" as they redefine their relationships with customers.

  • For CMO Professionals

    REPORT: Craft Your Brand Response Strategy For Pandemics And Other Uncontrollable Crises

    Landscape: The Brand Experience Playbook

    April 7, 2020Dipanjan Chatterjee

    The COVID-19 pandemic is a tremendous and unique crisis for brands. CMOs and marketing leaders, who are at the helm of a brand's response, must act on three fronts. Read this report to help develop a framework and action plan for managing your brand at the time of this crisis.

  • For CMO Professionals

    REPORT: The CMO's Guide To CES 2020

    Once A Tech Show, CES Is Now About Experience

    February 4, 2020Dipanjan Chatterjee

    CES is as much about brands and customer experience as it is about technology. Read this report to lock in on the most important CMO lessons from this year's event.

  • For CMO Professionals

    REPORT: The Brand Experience Assessment Report

    Assessment: The Brand Experience Playbook

    January 14, 2020Dipanjan Chatterjee

    The modern customer has high expectations of the companies with which they do business, so brands are on the hook to deliver consistent experiences across all touchpoints. This requires firms to shed old operating models in which brand and CX efforts exist independently of one another. Instead, branding and CX practices must be in synch or risk being perceived by customers as unreliable and irrelevant. This self-assessment helps marketers identify blind spots and make informed choices about how best to meet their customers' needs on a consistent basis.

  • For CMO Professionals

    REPORT: Brand Spotlight: The Best And Worst Of 2019

    January 13, 2020Dipanjan Chatterjee

    This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out how brands like Disney, Facebook, Gillette, Gucci, Kraft Heinz, and Mastercard have fared and what that means for CMOs in 2020.

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