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

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

Also From Vegas Confab

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

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