Dipanjan Chatterjee

Vice President, Principal Analyst

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The Ukraine War Galvanizes Consumers Into Demanding Action

Dipanjan Chatterjee 5 days ago
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 […]
Blog

Employer Branding Is Marketing’s New Frontier

Dipanjan Chatterjee May 11, 2022
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.
Blog

As The Abortion Debate Ramps Up, Companies Must Support The Diverse Needs Of Their Employees And Customers

Katy Tynan May 10, 2022
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.
Blog

Values-Motivated Consumers Make Up 18% Of The US Buying Population

Dipanjan Chatterjee April 13, 2022
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.
Blog

Women’s History Month Masked A Hidden Pandemic

Dipanjan Chatterjee April 6, 2022
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.
Blog

Brands Of The Year: Tesla, YETI, Target, And Fintechs

Dipanjan Chatterjee February 7, 2022
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 […]
Blog

Employers Must Navigate Social-Values-Based Branding With Care

Dipanjan Chatterjee January 31, 2022
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.
Blog

Employer Branding: The New Marketing Frontier

Dipanjan Chatterjee January 6, 2022
Brand building in 2022 will be as much about employer branding as it is about traditional consumer marketing. Find out why.
Blog

CES 2022: It’s Back, It’s Live, And It’s Reshaping Brand Experience

Dipanjan Chatterjee December 8, 2021
Get a detailed look at what you can expect at the upcoming CES 2022 event in Las Vegas.
Video

Predictions 2022: CMOs Emerge As Emboldened Business Leaders

Mike Proulx October 26, 2021

Blog

The CMO’s Da Vinci Code: Unlocking The True Power Of Marketing

Dipanjan Chatterjee August 17, 2021
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.
Blog

Four Key Takeaways For Brands From CES 2021

Dipanjan Chatterjee January 19, 2021
Discover what this year's all-virtual event revealed about the future of brand experiences.
Blog

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

Dipanjan Chatterjee December 8, 2020
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.
Blog

Ready Your Brand For Social Justice

Dipanjan Chatterjee August 24, 2020
Your brand is on the hook to respond to a social justice movement sweeping the world. This is how you get started responding.
Blog

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

Dipanjan Chatterjee July 29, 2020
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 […]
Blog

Toward Convergence — Brand And Experience Themes At CX North America

Dipanjan Chatterjee June 7, 2020
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 […]
Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 1, 2020
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 […]
Blog

The Future Of Financial Brands: Less Financial, More Brand

Dipanjan Chatterjee May 15, 2020
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.
Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins February 24, 2020
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 […]
Blog

The Best And Worst Of Branding In 2019

Dipanjan Chatterjee January 16, 2020
Three brands that shined and three that lost some luster in 2019, along with what to look for in 2020.
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