Description

Book Synopsis

How championing consumers led to ING Direct''s revolutionary rise in the banking industry

In an industry dominated by big banks with little patience for their customers, ING Direct has always strived to be different-a rebel with a cause, if you will-and in doing so, they''ve become the most successful online banking venture in history.

The Orange Code recounts ING Direct''s intriguing story, explaining the philosophy of its founder Arkadi Kuhlmann-who believes in the power of individuals to control their financial destiny-and his long-running partnership with Bruce Philp, the branding consultant who helped him make ING Direct a cause to its own people and a household name across North America.

  • Discusses the unconventional approach to business strategy, leadership, and management that built ING Direct
  • Written by the company''s CEO, Arkadi Kuhlmann, the driving force behind this unique company and its approach and Bruce Philp, the branding ex

    Table of Contents
    Foreword.

    Acknowledgments.

    ING Direct Today: The Business Case for Being a Rebel with a Cause.

    Introduction.

    Chapter 1 The Guy in the Cape.

    Leading from the Front.

    Chapter 2 Pixie Dust.

    Powered by Purpose.

    Chapter 3 The Dirty Dozen.

    We Could Be Heroes.

    Chapter 4 Clicking.

    The Conundrum of Advertising.

    Chapter 5 You Say You Want a Revolution?

    The Opposite of a Bank.

    Chapter 6 Saving the Savers.

    Walking the Talk.

    Chapter 7 It Takes a Village.

    Building the Orange Brand Nation.

    Chapter 8 The Money on the Table.

    Winning the Battle, Losing the War.

    Chapter 9 Steering by the Stars.

    Beyond Managing.

    Chapter 10 Herding Cats.

    How to Snatch Defeat from the Jaws of Victory.

    Epilogue Peeling the Orange.

    A Guided Tour of the Orange Code, and What It Means to Us.

    Appendix A : Orange Milestones — An ING Direct Time Line.

    Appendix B : The Voice of Advocacy.

    About the Authors.

    Index.

The Orange Code

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    A Paperback / softback by Arkadi Kuhlmann, Bruce Philp

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      Book details

      Publisher John Wiley & Sons Inc
      Published 19 March 2010
      ISBN-13 9780470538791
      978-0470538791
      ISBN-10 0470538791
      Also in:
      Finance and accounting Hospitality and service industries

      Description

      Book Synopsis

      How championing consumers led to ING Direct''s revolutionary rise in the banking industry

      In an industry dominated by big banks with little patience for their customers, ING Direct has always strived to be different-a rebel with a cause, if you will-and in doing so, they''ve become the most successful online banking venture in history.

      The Orange Code recounts ING Direct''s intriguing story, explaining the philosophy of its founder Arkadi Kuhlmann-who believes in the power of individuals to control their financial destiny-and his long-running partnership with Bruce Philp, the branding consultant who helped him make ING Direct a cause to its own people and a household name across North America.

      • Discusses the unconventional approach to business strategy, leadership, and management that built ING Direct
      • Written by the company''s CEO, Arkadi Kuhlmann, the driving force behind this unique company and its approach and Bruce Philp, the branding ex

        Table of Contents
        Foreword.

        Acknowledgments.

        ING Direct Today: The Business Case for Being a Rebel with a Cause.

        Introduction.

        Chapter 1 The Guy in the Cape.

        Leading from the Front.

        Chapter 2 Pixie Dust.

        Powered by Purpose.

        Chapter 3 The Dirty Dozen.

        We Could Be Heroes.

        Chapter 4 Clicking.

        The Conundrum of Advertising.

        Chapter 5 You Say You Want a Revolution?

        The Opposite of a Bank.

        Chapter 6 Saving the Savers.

        Walking the Talk.

        Chapter 7 It Takes a Village.

        Building the Orange Brand Nation.

        Chapter 8 The Money on the Table.

        Winning the Battle, Losing the War.

        Chapter 9 Steering by the Stars.

        Beyond Managing.

        Chapter 10 Herding Cats.

        How to Snatch Defeat from the Jaws of Victory.

        Epilogue Peeling the Orange.

        A Guided Tour of the Orange Code, and What It Means to Us.

        Appendix A : Orange Milestones — An ING Direct Time Line.

        Appendix B : The Voice of Advocacy.

        About the Authors.

        Index.

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