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• Blog Four Key Takeaways For Brands From CES 2021

  January 19, 2021 | Dipanjan Chatterjee

  Customers don’t buy technology. They don’t even buy products. They buy into the promise of a brand and then measure its delivery through outcomes. How do you squeeze 60 football fields...

• Report Build Brand To Create Value

  Business Case: The Brand Experience Playbook

  January 6, 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 help your organization win, serve, and retain...

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

  Continuous Improvement: The Brand Experience Playbook

  December 15, 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 array of available consumer data heightens the...

• Blog Brand Spotlight 2020: In A Difficult Year, The Best Brands Shine Bright

  December 8, 2020 | Dipanjan Chatterjee

  In a tumultuous 2020, ravaged by a pandemic and witness to a surging demand for equality, six brands occupied the spotlight. The Best Brands Are Forged In The Crucible Of Crisis As I spent 2020...

• Report Apple "Brands Different": Lessons From The World's Most Valuable Brand

  Strategic Plan: The Brand Experience Playbook

  September 4, 2020 | Dipanjan Chatterjee

  Apple is one of the world's most valuable brands. Its unrivalled portfolio, category-defining innovation, legendary design, and, most of all, its rabid fandom, make it one of the most worshipped...

• Blog Ready Your Brand For Social Justice

  August 24, 2020 | Dipanjan Chatterjee

  Neutrality Is No Longer An Option In the summer of 2020, brands did something they’d never done before. They spoke up about race. For some, like Ben & Jerry’s and Microsoft, this...

• Blog Connect Brand And CX To Create Value: Join My Keynote At Summit Asia Pacific

  July 29, 2020 | Dipanjan Chatterjee

  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...

• Report Use Your Brand To Energize The Employee And Customer Experience

  Organization: The Brand Experience Playbook

  June 15, 2020 | Dipanjan Chatterjee

  To recruit the right talent, support engaged employees, and create the most ardent brand ambassadors, firms must address their employee experience just as they would the traditional brand...

• Report The Brand Experience Assessment Report

  Assessment: The Brand Experience Playbook

  June 15, 2020 | Dipanjan Chatterjee

  The modern customer has high expectations of the companies with which they do business, so brands are on the hook to deliver consistent experiences across all touchpoints. This requires firms to...

• Blog Toward Convergence — Brand And Experience Themes At CX North America

  June 7, 2020 | Dipanjan Chatterjee

  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...

• Blog The Future Of Financial Brands: Less Financial, More Brand

  May 15, 2020 | Dipanjan Chatterjee

  A new crop of challenger brands, such as Alibaba, Amazon, Apple, Google, Starbucks, T-Mobile, Tencent, and Walmart, are on the prowl in the financial services category. And that should have...

• Report Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

  Roadmap: The Brand Experience Playbook

  May 14, 2020 | Dipanjan Chatterjee, Peter Wannemacher

  Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers...

• Report Craft Your Brand Response Strategy For Pandemics And Other Uncontrollable Crises

  Landscape: The Brand Experience Playbook

  April 7, 2020 | Dipanjan Chatterjee

  The COVID-19 pandemic is a tremendous and unique crisis for brands. CMOs and marketing leaders, who are at the helm of a brand's response, must act on three fronts. Read this report to help develop...

• Report The CMO's Guide To CES 2020

  Tools And Technology: The Brand Experience Playbook

  February 4, 2020 | Dipanjan Chatterjee

  CES is as much about brands and customer experience as it is about technology. Read this report to lock in on the most important CMO lessons from this year's event.

• Blog The Best And Worst Of Branding In 2019

  January 16, 2020 | Dipanjan Chatterjee

  Late last year, I sat down at my desk, fountain pen in hand, surrounded by a mountain of notes I’d assiduously compiled through the year, ready to recap the year in branding. As the sticky notes...

• Report Brand Spotlight: The Best And Worst Of 2019

  January 13, 2020 | Dipanjan Chatterjee

  This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

• Report Create A Customer-Obsessed Brand Experience

  Executive Overview: The Brand Experience Playbook

  January 10, 2020 | Dipanjan Chatterjee

  In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

• Report Build A Brand That's Ready For Voice

  The CMO's Guide To Voice Experience

  December 30, 2019 | Dipanjan Chatterjee

  As voice becomes pervasive in brand experience, marketers must build a brand that's ready to embrace it. In our research, we tested brand interactions in six categories, five brands, and with over...

• Report Brands Must Embrace Gender Evolution

  December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

  Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

• Report Predictions 2020: CMO

  CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

  October 28, 2019 | Keith Johnston, Shar VanBoskirk, Anjali Lai

  It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

• Report Give Your Brand A Voice — Literally

  August 12, 2019 | Dipanjan Chatterjee

  Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

• Blog A Pragmatic Guide To Brand Value

  July 22, 2019 | Dipanjan Chatterjee

  The Value Of Brand Valuing a brand can be a deeply divisive exercise. To most marketers, there is an axiomatic simplicity to brand value. Questioning it, or attempting to validate it, can well be...

• Report Navigate Four Waypoints To Build Brand Resonance

  July 5, 2019 | Dipanjan Chatterjee

  A powerful brand strives for more than relevance to prospects; it makes itself an invaluable and inextricable part of customers' lives as well. This report outlines a road map for CMOs with four...

• Report The Rise Of Intelligent Branding

  A New Human-Centric Approach To Brand Strategy

  July 1, 2019 | Dipanjan Chatterjee

  Intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand impressions — has upended the traditional paradigm of brand management....

• Report How Direct Brands Are Transforming The Customer/Brand Relationship

  They Are Uniquely Intelligent, Brutally Honest, And Fanatically Fair

  April 2, 2019 | Dipanjan Chatterjee

  The success of direct-to-consumer companies has transformed the relationship between brands and customers. These brands have changed how we buy, and they have redefined what it means to be a brand....