Dipanjan Chatterjee

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 […]

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.