The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause [NOOK Book]

Overview

Praise for THE ORANGE CODE

"ING Direct—led by founding CEO Arkadi Kuhlmann—is here to stay and has begun to change the color of money from green to orange for a lot of Americans."—TOM CARPER, U.S. Senator, former governor of Delaware

"Kuhlmann and Philp show how innovation linked to a lived set of values and an uncompromising focus on the customer can power an organization to extraordinary success in a short period of time."—CHAD HOLLIDAY, ...

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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause

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Overview

Praise for THE ORANGE CODE

"ING Direct—led by founding CEO Arkadi Kuhlmann—is here to stay and has begun to change the color of money from green to orange for a lot of Americans."—TOM CARPER, U.S. Senator, former governor of Delaware

"Kuhlmann and Philp show how innovation linked to a lived set of values and an uncompromising focus on the customer can power an organization to extraordinary success in a short period of time."—CHAD HOLLIDAY, Chairman and CEO, DuPont

"The Orange Code is a refreshing look at how the intangibles of leadership, corporate culture, brand, and customer experience can blend together to form a new class of assets."—CHRIS MATTHEWS, CEO, The Hay Group

"An incredible story of determination, focus, and maybe a little luck!"—KEVIN O'LEARY, Chairman, Gencap Funds Inc.

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Product Details

  • ISBN-13: 9780470454343
  • Publisher: Wiley
  • Publication date: 11/3/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 252
  • File size: 914 KB

Meet the Author

Arkadi Kuhlmann is the founding CEO of ING Direct, which has become the country's largest Internet-based bank. He also serves as Chairman of the Board of ING Direct Canada. Kuhlmann is active in a number of charitable organizations including the ING Direct Kids Foundation. Prior to starting ING Direct, he was president of North American Trust. Before that, he was president and CEO of Deak International in New York and professor of international finance and investment banking at Thunderbird School of Global Management in Phoenix, Arizona.

Bruce Philp is a writer and branding consultant with nearly thirty years' experience in the field, working with some of the world's most famous consumer brands. Philp cofounded GWP Brand Engineering, ING Direct's agency of record since its beginning, where he is today Chairman and a working consultant. He also teaches and writes for a variety of publications as well as his branding blog www.brandcowboy.com. For more information or to contact the authors, please visit www.theorangecodebook.com.

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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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Sort by: Showing 1 – 4 of 3 Customer Reviews
  • Posted February 16, 2012

    Destined to become a business classic!

    Written by the cofounders of ING Direct this is the story of the unlikely rise of the "non" bank that went against all conventional banking wisdom and has never looked back. Their battle cry was "save your money" and the whole company and brand was built around consumer advocacy.

    I could easily see this book becoming required reading for business schools because of it's out of the box thinking and fresh business model.

    Anyone with a mind for creative business thinking will love this book!

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  • Posted June 1, 2009

    more from this reviewer

    Insider report on ING Direct

    To say that ING Direct is not a traditional bank is a gross understatement. Most banks offer a bewildering multitude of financial products accompanied by add-on fees. Not ING Direct. It focuses on one thing: saving money in simple, high-interest savings accounts. Traditional banks operate from formal offices with tellers behind bullet-resistant glass and managers seated in cubicles, but ING Direct conducts much of its banking business from sleek cafés that offer coffee and luxury brands of tea. In each of its branches in the U.S., Canada, the U.K. and Australia, it offers customers light snacks, free computer stations, conversation-zone seating and kitschy ING Direct merchandise. In this book, two imaginative business geniuses, Arkadi Kuhlmann, ING Direct's iconoclastic "CEO of Savings," and Bruce Philp, co-founder of GWP Brand Engineering, the firm's marketing agency, explain how they started this innovative "un-bank," how it operates and what its guiding principles are. Perhaps no institution could be quite as rosy as this insider-written corporate bio suggests, but if you want to shake things up in your corner of the professional world, getAbstract suggests this idiosyncratic book about a bright, bold business.

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  • Anonymous

    Posted June 15, 2010

    No text was provided for this review.

  • Anonymous

    Posted December 20, 2009

    No text was provided for this review.

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