18: The Importance of Strategy in Navigating Marketing Trends Brand Lift

The Importance of Strategy in Navigating Marketing Trends with Michelle Peranteau
Michelle Peranteau, Marketing & Communications Consultant and Brand Strategist
Michelle Peranteau is a creative and innovative professional with comprehensive consumer brand and omnichannel marketing expertise. Michelle is a partner at Katie Brockman & Co., a full-service business development and marketing agency whose clients are all best in class in their design area—having led marketing and PR for notable global luxury brands such as Baume & Mercier, Matouk, and Harry Winston. With a passion for brand building and a knack for motivating teams, Michelle excels in 360° strategy development, collaborating with internal partners to achieve brand growth. Her mastery extends to various areas, including brand positioning, P&L management, digital marketing, and strategic partnerships, making her a seasoned expert with a demonstrated understanding of the unique needs of High-Net-Worth Individuals (HNWI).
Get inspired as Michelle talks about her experiences, future marketing trends, optimal allocation of marketing budgets, marketing partnerships, and mainstream media leveraging strategies.  
[4:09] HOW DO YOU CONNECT YOUR BACKGROUND IN THE LUXURY JEWELRY AND WATCH BRANDS INDUSTRY TO YOUR CURRENT COLLABORATIONS?
Michelle’s experience in leading marketing and PR for jewelry and watch brands has shaped her approach to working with interior designers and design professionals. 
Her key insight is that understanding the creation process—from materials used to craftsmanship—is vital. Going beneath the surface, asking about motivation, inspiration, and the materials used adds depth to her role as a marketing professional for the design community.
She advises to:
1. Value the Process: Understand that the creation process is just as necessary as the end result.
2. Explore Motivation and Inspiration: When working with designers, delve into the motivation and inspiration behind their creations.
3. Understand Materials: Gain insights into the materials used in the design process and appreciate their significance.
4. Develop Insights: Use your knowledge of the materials, crafts, and processes to be a valuable marketing professional in the design community.
5. Highlight Craftsmanship: Emphasize the importance of craftsmanship and the skilled individuals who bring designs to life.
[5:05] WHAT ARE THE 2024 MARKETING TRENDS FOR THE HOME INDUSTRY, LUXURY BRANDS, AND DESIGN PROFESSIONALS?
Despite the multitude of social media platforms, analytics, digital marketing initiatives, and newsletters, Michelle stresses the importance of having a well-defined brand. 
Without a clear brand identity, all other marketing tactics lose their significance. Embracing and prioritizing brand awareness is the foundational element that makes a business stand out.
“The relationship between an interior photographer and an interior designer has to be approached like dating. There needs to be connection and chemistry.”
Michelle Peranteau
[7:41] WHAT’S THE OPTIMAL ALLOCATION FOR MARKETING BUDGETS IN DESIGN AND HOME BRANDS?
There is significant value in investing in a collaborative agency partner as a strategic use of marketing dollars. The partner should ask challenging questions and push the business beyond its comfort zone, extracting compelling...