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

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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause (eBook) Pub. Date: 11/3/2008 Publisher: Wiley, John & Sons, Incorporated
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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause Pub. Date: 10/27/2008 Publisher: Wiley, John & Sons, Incorporated
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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause (CD - Unabridged, 8 CDs) Pub. Date: 11/3/2008 Publisher: Brilliance Audio

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Overview

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.

Product Details

ISBN-13: 9780470287231
Publisher: Wiley, John & Sons, Incorporated
Publication date: 10/27/2008
Pages: 252
Product dimensions: 6.10 (w) x 9.10 (h) x 0.90 (d)

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.

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.

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.

Customer Reviews

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elwoodde

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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RolfDobelli

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

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Posted December 20, 2009

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