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

by Arkadi Kuhlmann; Bruce Philp

• ISBN13: 9780470454343
• ISBN10: 0470454342
• Format: eBook
• Copyright: 2008-11-01
• 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.

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.