{"product_id":"the-orange-code-9780470538791","title":"The Orange Code","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eHow championing consumers led to ING Direct''s revolutionary rise in the banking industry\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Orange Code\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscusses the unconventional approach to business strategy, leadership, and management that built ING Direct\u003c\/li\u003e \u003cli\u003eWritten by the company''s CEO, Arkadi Kuhlmann, the driving force behind this unique company and its approach and Bruce Philp, the branding ex\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword.  \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eING Direct Today: The Business Case for Being a Rebel with a Cause.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Guy in the Cape.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eLeading from the Front.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Pixie Dust.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePowered by Purpose.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Dirty Dozen.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWe Could Be Heroes.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Clicking.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Conundrum of Advertising.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 You Say You Want a Revolution?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Opposite of a Bank.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Saving the Savers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWalking the Talk.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 It Takes a Village.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBuilding the Orange Brand Nation.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Money on the Table.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWinning the Battle, Losing the War.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Steering by the Stars.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBeyond Managing.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Herding Cats.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow to Snatch Defeat from the Jaws of Victory.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue Peeling the Orange.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eA Guided Tour of the Orange Code, and What It Means to Us.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix A : Orange Milestones — An ING Direct Time Line.\u003c\/p\u003e \u003cp\u003eAppendix B : The Voice of Advocacy.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402359972183,"sku":"9780470538791","price":11.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470538791.jpg?v=1730480168","url":"https:\/\/bookcurl.com\/products\/the-orange-code-9780470538791","provider":"Book Curl","version":"1.0","type":"link"}