Session 20: Brand 2020: Build an Emotional Brand to Acquire Customers and Ensure Loyalty
Tuesday, October 3, 2017, 4:30pm – 5:00pm
Held in: Quadrus Conference Center

Dipanjan Chatterjee
Vice President and Principal Analyst

Dipanjan’s presentation will demonstrate the linkage between brand value and outcomes, and the emotions that a brand needs to activate to win and retain customers. He will demonstrate the analytical linkage between these using primary research conducted by Forrester, as well as use several use studies to illustrate these points.


The markers of brand success in a digital age are not about features and functionality, but about engagement and emotional connection. Real brand power, and hence, strategy, tactical action, and KPIs must all relate to emotional impact.


Take Aways:

  1. An understanding of the “goal post’ of brand strategy,
    2. The role and relative importance of emotion,
    3. How to activate emotions with specific examples of several brands,
    4. Incorporating measurements of emotion into traditional brand measurement and tracking

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