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.
