The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
Author(s): Arkadi Kuhlmann (Author), Bruce Philp (Author)
Publisher: Wiley
Publication Date: 12 Dec. 2017
Edition: 1st
Language: English
Print length: 275 pages
ISBN-10: 0470538791
ISBN-13: 9780470538791
Book Description
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.
Editorial Reviews
From the Inside Flap
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.
From the Back Cover
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.
About 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 http://www.brandcowboy.com. For more information or to contact the authors, please visit http://www.theorangecodebook.com.
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