Branding Matters How To Elevate Your Marketing Game - Marc Binkley
Nov 7, 2025
Marc Binkley, President of the Calgary Marketing Association, shares his vision to elevate Calgary as a premier marketing hub. He discusses innovative frameworks for measuring ROI that consider numerous factors beyond simple spend. Marc emphasizes the importance of diversifying revenue streams for resilience and showcases local brands like Cabin Brewery and Made by Marcus for their distinctiveness and quality. He critiques overused buzzwords like 'authenticity' and encourages marketers to adopt a scientific mindset in their strategies.
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Vision Built From Global Best Practices
- Marc Binkley aims to make Calgary known as a world-class marketing community by learning from global thinkers.
- He applies frameworks like Roger Martin's Playing to Win and works backward from necessary truths to execute the vision.
Broaden How You Calculate ROI
- Before calculating ROI, list all factors that influence it rather than using marketing spend as the denominator.
- Recognize marketing nudges long-term brand memory and price willingness, not immediate sales.
Invest In Scalable Infrastructure
- Fix backend systems to free time and scale your organization instead of patching tools constantly.
- Marc migrated membership data to an ERP-like system and launched a more stable website to build capacity.
