Dipanjan Chatterjee

Vice President, Principal Analyst

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This I Tell You, Brother; You Can't Have One Without The Other: Brand And CX Together At Long Last

Dipanjan Chatterjee October 24, 2018

“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Apple's Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018

Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]

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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018

WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]

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Top Gear Marketing: How Honda Measures The "Rhythm Of The Brain"

Dipanjan Chatterjee February 12, 2018

Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]

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The Power Of Our Brand Energy Framework, Now In Your Hands

Dipanjan Chatterjee December 4, 2017

A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers controlling brand is not just quaintly archaic, it is thoroughly ineffective. In the Age […]

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Three Emotional Territories That Winning Brands Get Right

Dipanjan Chatterjee November 6, 2017

Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an assortment of product lines because a multi-product customer is vastly more profitable than one who subscribes […]

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Emotion and the B2B brand experience

Dipanjan Chatterjee October 10, 2017

If I asked you for a list brands that might air a commercial during the Super Bowl, you’d probably include a brand like Pepsi, perhaps a Tom Brady-endorsed Foot Locker, or yet another mega consumer brand. Turns out that during the 2017 sporting event, B2B brands produced some of the most-talked-about commercials. Tom Brady put […]

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Brand 2020: Act 3. Redemption

Dipanjan Chatterjee August 21, 2017

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

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Brand 2020: Act 2. Soul-Searching

Dipanjan Chatterjee August 14, 2017

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

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Brand 2020: Act I. Crisis

Dipanjan Chatterjee August 7, 2017

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

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Introducing Forrester's New Brand Energy Framework – Emotions Fuel Your Brand's Energy

Dipanjan Chatterjee July 18, 2017

To most marketers, this is an age-old axiom: emotions drive brands. And emotional motivators, like pixie dust, are sprinkled by the likes of Apple, Harley, Lego, and Patagonia to create a frenzied devotion that, on a good day, can give the Star Trek fandom a run for its money. But how does one create pixie […]

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A New Age Calls For A New Way To Brand – Introducing Forrester’s Intelligent Branding

Dipanjan Chatterjee June 5, 2017

The traditional paradigm of brand management has been upended by intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand impressions. The full report is available for Forrester clients: The Rise Of Intelligent Branding     Why now? Because the idea of traditional brand management is well past its prime […]

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This Brand Is Your Brand, This Brand Is My Brand

Dipanjan Chatterjee May 8, 2017

In my role as adviser to marketing leaders, I am often met with the question: “How do I figure out if it is better to invest in brand or to invest in something else?” To which I often respond with a perplexed, “Is there anything else?” Brand is what keeps the lights on in my […]

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Nature or Nurture? Culture As A Cornerstone Of Global Branding

Dipanjan Chatterjee April 17, 2017

The Earl of Greystoke would have grown up in an idyllic English manor, sipping tea and munching on clotted cream biscuits, were it not for a rather unfortunate turn of events that left him orphaned in equatorial Africa, being raised by a she-ape. At the heart of Edgar Rice Burroughs' tales of Tarzan, which have […]

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Marketing’s Dirty Little Secret

Dipanjan Chatterjee April 4, 2017

For all the talk about customer centricity, there’s a dirty little secret that no marketer will easily admit to: Marketing — as a discipline and as the core of most traditional business school marketing curricula — is inward-looking. Take the much-vaunted four Ps: build the right product, price it correctly, put it in the right […]

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The Color of Money at Nordstrom is Not Red or Blue, It's Green.

Dipanjan Chatterjee March 3, 2017

Cincinnati, wedged between Kentucky and Indiana at the southwestern tip of the state, is where swinging Ohio blushes deep Red. Except for a few pockets of anomalous defiance that cling Blue, one of which boasts a Nordstrom store. Nordstrom, like a growing number of brands, finds itself caught in the drama of a political America at war with itself. The upscale retailer, […]

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New Rules For Branding In Emerging Markets: Make Aspiration Accessible

Dipanjan Chatterjee February 21, 2017

I spent a few days in India this month, and couldn’t help but be struck by an advertisement for a soft drink that played endlessly on television. Two convertibles pull up alongside each other on what looks like a pristine expressway. Perky members of the opposite sex exchange amorous glances and flirtations ensue. Bottles of […]

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It's Time For B2B Brand Equity To Step Out Of The Shadows

Dipanjan Chatterjee January 9, 2017

B2B brand management has come a long way from its roots in consumer packaged goods and has gradually branched out to play an equally central role in B2B markets. B2B CMOs are just as invested in bettering their brands as B2C. No longer relegated to industry rags and trade shows, B2B marketing is entering a […]

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