LAS VEGAS — A paradox of company growth is that oftentimescompanies that grow the most vigorously do it not via slickmarketing but “by delivering great service,” said John Moore, a onetime Starbucks marketing executive who gave akeynote at the California/Nevada Credit Union Leagues' annualmeeting on Tuesday.

He pointed, approvingly, to a quotation from Hewlett-Packardco-founder David Packard: “Marketing is too important to leave tothe marketing department.”

Also From Vegas Confab

• Nov. 14, 2012 Mixed Messages for Credit Unions
• Nov. 13, 2012 Cheney Issues Call to Hike theHill
• Nov. 13, 2012 Still a Movement After All TheseYears
• Nov. 13, 2012 Diversity Drives Innovation

To Moore, the fasttrack to success is not to follow branding strategies, “but topursue being strategies,”' that is, to seek to excel as a business– which means delighting members on a continuing basis – and fromthere, success will follow, he said.

Do just three things “and you don't have to worry about creatinga strong brand.” Moore counted off his must-do's:

* Make money

* Make members happy

* Make employees happy

That last, he said, is crucial. Competitors can steal yourideas but they won't steal the people that differentiate anorganization.

He urged credit union executives to write down five core beliefs“you will never compromise. Look at that list regularly.”

Moore pointed to Whole Foods, where he also worked. It's acompany that faces vast competition as everybody from Walmart toTrader Joe's has hopped on the organics express.

So what did Whole Foods do? It doubled down on its corebeliefs, writing up a long list of ingredients that will never bein foods allowed onto its shelves and unveiling a broad program tofoster more humane treatment of animals involved in producing foodsfor its stores.

Are those steps expensive? You bet, said Moore, but hestressed “your brand story has to be more than low prices.”

Moore, author of “Tribal Knowledge”, said that great brandstories often involve making lives better and righting wrongs.

His take away message is that in growth there is aparadox. Big companies must forever work to think small – tostay in touch with their consumers. Small companies work toseem bigger, to seem fully capable of meeting their consumers'range of needs.