The Orange Code

[ING Direct] Kuhlmann, Arkadi; Philp, Bruce

ISBN 10: 0470287233 / ISBN 13: 9780470287231

Published by John Wiley & Sons Inc, 2008

About this Item

Seller Inventory # FORT325300

Bibliographic Details

Title: The Orange Code

Publisher: John Wiley & Sons Inc

Publication Date: 2008

Binding: hardcover

Condition: Very Good

Dust Jacket Condition: Very Good

Edition: 1st Edition.

About this title

Synopsis:

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.

Synopsis:

This title shows how championing consumers led to ING Direct's revolutionary rise in the banking industry. Since 1996, ING Direct has grown from a mere concept to an ocean-spanning global enterprise, with over 20 million customers and more than $300 billion in assets. From the time this Internet-based direct bank first launched in Canada, it focused on serving ordinary people who felt abandoned by today's money hungry financial institutions and provided its customers with products they actually wanted - like savings accounts with high interest rates. This revolutionary idea was startling in its simplicity."The Orange Code" recounts ING Direct's intriguing story, explaining the philosophy of its founder, Arkadi Kuhlmann, the 'bad boy of banking', who fervently believes in the power of individuals to control their financial destiny, and his 12-year partnership with Bruce Philp, the branding consultant who helped Kuhlmann make ING Direct a cause to its own people and a household name across North America.In entertaining and inspiring style, Kuhlmann and Philp discuss the unconventional approach to business strategy, leadership, and management that built ING Direct.

From refusing to promote credit cards to college students to pointing out frivolous expenses, Kuhlmann and Philp not only address the practical principles that have propelled ING Direct to the top, but they also help readers understand how making a cause of personal financial empowerment made everyone a winner in the ING Direct story. Engaging and informative, "The Orange Code" offers readers a rare look at this company and provides them with invaluable insights into making more inspired leadership decisions.