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Dipanjan Chatterjee

VP, Principal Analyst

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 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 Most Recent Research

Research

Ground Your Customer Obsession Strategy In Your Brand Promise

May 12th, 2021 | Dipanjan Chatterjee

Rooting your customer obsession strategy in your brand promise will align all your enterprisewide efforts to become customer obsessed in a clear, shared...

6 min read
Research

Design A Program To Advance Race And Gender Fairness And Equity

Focus On Your Company, Your Customers, And The Community At Large
March 22nd, 2021 | Dipanjan Chatterjee

The time for brands to turn a blind eye to race and gender equity is long past. Consumers and employees demand change, while knee-jerk responses and mollifying...

6 min read
Research

Build Brand To Create Value

Business Case: The Brand Experience Playbook
January 6th, 2021 | Dipanjan Chatterjee

Marketing leaders must invest in brand to become customer obsessed. Use our presentation template in this tool to pitch the business case for brand and...

1 min read
Research

Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

Continuous Improvement: The Brand Experience Playbook
December 15th, 2020 | Dipanjan Chatterjee

Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast...

10 min read
Research

Brand Spotlight, 2020: Six Brands Shine In The Most Challenging Of Years

Benchmarks: The Brand Experience Playbook
December 8th, 2020 | Dipanjan Chatterjee

In a tumultuous 2020, ravaged by a pandemic and witness to a surging demand for equality, six "brands" occupied the spotlight. Four were traditional commercial...

14 min read