Dipanjan is a vice president and principal analyst at Forrester, where he leads the brand experience and strategy practice. He has appeared on CNN and NPR; been quoted in media like Business Week, The New York Times, Guardian, and Vogue; written for publications like the MIT Sloan Management Review and AdAge; and spoken at events like SXSW and Mobile World Congress.
In volatile times, marketers should stay grounded in their brand strategy while adapting smartly to change and seizing bold opportunities for growth.
To navigate market volatility, consumer business leaders must optimize their focus and spend, master change management, and ratchet up risk management discipline.
Discover purchase decision drivers for digital streaming, telecommunications, clothing and footwear, and cosmetics and beauty in the US and Europe.
Banks’ strategies are built in large part on the assumption that customers want them to help with a wide range of banking needs. Consumers feel differently.
B2B2C marketers should follow four STEPs — support, tailor, empower, and package — to build a stronger, more consistent brand in intermediated markets.
Assess your competitive position and craft growth strategies using Forrester’s Customer Experience Index and Brand Experience Index.
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