Dipanjan Chatterjee

The Supreme Court’s leaked draft opinion on Roe v. Wade has intensified calls for brands to respond to the abortion debate. But your primary focus should be on your employees and your customers.

Today, like never before, a new social consciousness permeates commerce. Consumers are vocal about their social positions, and they pledge to stand firmly behind companies that do the right thing while threatening to chastise those that do not.

Brands were quick to voice their support for Women's History Month and International Women's Day. Yet true support demands more than performative tweeting.

Brands Thrive In The Pandemic’s Aftershock In 2020, companies braced for upheaval, navigating a century-defining pandemic through a fog of uncertainty. What followed in 2021 was a series of aftershocks: a tumultuous year of vaccines and variants, hope, and despair that shredded any semblance of normalcy.  In an incredibly challenging year, these brands exemplified the […]

Your values-based branding playbook may have won over consumers, but to improve employer branding you're going to need new tactics. Meet your obstacle: Asymmetric Information.

Brand building in 2022 will be as much about employer branding as it is about traditional consumer marketing. Find out why.

Get a detailed look at what you can expect at the upcoming CES 2022 event in Las Vegas.

IBM's research found that when CEOs were asked to identify the most crucial members of the C-Suite, CMOs came in well behind their CFO and COO peers. But it doesn't have to be that way.

Discover what this year's all-virtual event revealed about the future of brand experiences.

2020 was a year of crises. In this most difficult of years, six brands stood out. See our picks for the best brands of the year.

Your brand is on the hook to respond to a social justice movement sweeping the world. This is how you get started responding.

A poor promise will starve a great experience, and a poor experience will break a great promise. The Power Of Marketing Marketing has always been a substantial and thriving component of brand-building. For example, annual global advertising spend has grown from about $400 billion in 2019 to just shy of $600 billion in 2019 (equivalent […]

My research theme for CX North America 2020 — the convergence of experience The peripatetic nature of analyst life, especially for someone not moored to a corporate office, means that I rarely get to see most of the folks I work with, which is why, every year, I look forward to the summer days of […]

Brands Pledge To Stand With The Black Community In the aftermath of George Floyd’s murder, citizens are taking to the streets to protest institutionalized racism. Brands are speaking out, too, because, as Netflix tweeted, “To be silent is to be complicit.” Netflix joins brands such as Google, Nike, Peloton, and Target (whose stores were looted) in taking a vocal anti-racist stance. Firms hear consumers’ desire to align with brands that share their values and are emboldened to make […]

The crisis in financial services is not just that most banks don’t get relevance and relationship right. It’s that most of the leading consumer brands eyeing the financial space do.

Don’t Read This Before Dinner There are some things that can’t be unseen. Chief among them, a Whopper decomposing in high definition to demonstrate that Burger King plans to remove artificial colors, flavors, and preservatives from the burger. Industry pundits are all abuzz with opinion (ahem!), and Burger King is the toast of media town, posed for ad award glory. But will it help Burger King sell more burgers? So far, Burger […]

Three brands that shined and three that lost some luster in 2019, along with what to look for in 2020.

Embracing gender evolution; hyperscale cloud emerging tech partnerships; healthcare innovation award winners.