Dipanjan Chatterjee

Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]

The much-anticipated “Barbie” movie releasing on July 21 comes with a bold promise — it’s for those who love Barbie as much as it is for those who hate her. So no matter which camp you’re in, when the lights dim and Margot Robbie appears in a flash of brilliant pink, realize that what you’re […]

Soccer's massive reach plus the passion it inspires creates a combination that's tailor-made for marketing.

Boost bottom-line profitability with a structured and strategic approach to top-line revenue growth by activating five marketing levers.

Growth, while essential, will remain elusive in 2023. How can you craft a strategy to grow revenue and create value for this year and beyond?

The Problem: Digital Touchpoint Choice Architecture Brands are shaped by the experiences that they provide, and today’s experiences are overwhelmingly digital. As consumers interact with a brand in a multitude of ways (chat, voice, augmented reality, etc.), how does a company decide which digital touchpoints to make available? At its heart, this is a choice […]

BRAND ENERGY REBOOT In 2017, we introduced a seminal approach to understanding a brand’s performance: Forrester’s Brand Energy Framework. Based on a survey of 4,436 US online adults, we combined iterative data-mining techniques and structured equation modeling to test millions (yes, millions!) of models that mapped perception of brand strength to business outcomes. This year, […]

As revenue growth begins to slow, companies will seek new ways of driving volume, including exploring previously untapped consumer segments.

Reconciling consumer perceptions with the macroeconomic data can be perplexing. Here, we provide some clarity.

In 2023, Empowered Customers Are Engaging Differently With Brands In 2016, we introduced Forrester’s Empowered Customer Segmentation, based on consumer behavior we’ve been monitoring and analyzing since the 1997 launch of Forrester Analytics’ Consumer Technographics® survey data. This segmentation framework groups consumers along several dimensions of empowerment, such as being open to new experiences, having […]

It takes all the running you can do to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that! — “Alice in Wonderland” Run Twice As Smart We sit in the penumbra of a pandemic, on the cusp of a recession. In these […]

We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

As attracting and retaining talent becomes ever more challenging, employer branding is moving to the top of the CEO’s agenda. CMOs have a vital role to play.

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 […]