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

by Kuhlmann, Arkadi; Philp, Bruce

• ISBN13: 9780470287231
• ISBN10: 0470287233
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-10-27
• Publisher: Wiley

Summary

The Orange Code recounts ING Direct's-the successful Internet-based direct bank with over 20 million customers-intriguing story and explains the philosophy of its founder Arkadi Kuhlmann 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. In an entertaining and inspiring style, Kuhlmann and Philp discuss their unconventional approach to business strategy and leadership that built ING Direct, and detail how personal financial empowerment has made everyone a winner in this story.

Author Biography

Arkadi Kuhlmann is the founding CEO of ING Direct USA, 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 well-known, valuable, and loved 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.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xi
ING Direct Today: The Business Case for Being a Rebel with a Cause	p. xv
Introduction	p. 1
The Guy in the Cape: Leading from the Front	p. 13
Pixie Dust: Powered by Purpose	p. 31
The Dirty Dozen: We Could Be Heroes	p. 49
Clicking: The Conundrum of Advertising	p. 69
You Say You Want a Revolution?: The Opposite of a Bank	p. 87
Saving the Savers: Walking the Talk	p. 105
It Takes a Village: Building the Orange Brand Nation	p. 125
The Money on the Table: Winning the Battle, Losing the War	p. 147
Steering by the Stars: Beyond Managing	p. 167
Herding Cats: How to Snatch Defeat from the Jaws of Victory	p. 185
Epilogue: Peeling the Orange: A Guided Tour of the Orange Code, and What It Means to Us	p. 207
Orange Milestones-An ING Direct Time Line	p. 223
The Voice of Advocacy	p. 235
About the Authors	p. 241
Index	p. 245
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