Biographical Information

Dipanjan Chatterjee

Dipanjan Chatterjee is a vice president and principal analyst at Forrester Research. Listen to Forrester’s “What It Means” podcast, where Chatterjee discusses the evolution of brand management and why legacy brand frameworks no longer cut it in the age of the customer.

Articles for Dipanjan Chatterjee

Your Brand’s Energy Needs a Valuable Fuel: Emotion

For brand energy to translate into consumer action (buying), a emotional connection must be made