Dipanjan is a vice president and principal analyst at Forrester, where he leads the brand experience and strategy practice. He has appeared on CNN and NPR; been quoted in media like Business Week, The New York Times, Guardian, and Vogue; written for publications like the MIT Sloan Management Review and AdAge; and spoken at events like SXSW and Mobile World Congress.
Marketers can use this report to understand the value to expect from a brand measurement consulting services provider and explore potential partners.
Contradictions will distort the reality of consumer behavior; “actions speak louder than words” will be the mantra for brands in 2025.
B2C marketers with a B2B2C go-to-market model prioritize a consistent brand experience and aligned marketing and brand measurement.
A growing economy has done little to dispel US consumer pessimism, and brands need to rework their value strategies to fuel growth.
To build their best marketing organization, CMOs must journey through five steps that traverse the role of marketing and the design of the organization.
This report provides insights on the lack of brand differentiation in banking and the types of consumers who are likely to see all banks as similar.
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