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 expert who has worked
with some of the world's most well-known and valuable brands
Reveals how the cause of personal financial empowerment has made
everyone a winner in the ING Direct story
The level of success achieved by ING Direct holds some important
lessons and offers some much-needed inspiration to a business world
that could use a little of both right now.
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