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.
B2B2C marketers should follow four STEPs — support, tailor, empower, and package — to build a stronger, more consistent brand in intermediated markets.
Assess your competitive position and craft growth strategies using Forrester’s Customer Experience Index and Brand Experience Index.
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.
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