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" The orange code : "
Arkadi Kuhlmann, Bruce Philp.
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BL
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| Record Number
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986322
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| Doc. No
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b740692
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| Main Entry
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Kuhlmann, Arkadi,1946-
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| Title & Author
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The orange code : : how ING Direct succeeded by being a rebel with a cause /\ Arkadi Kuhlmann, Bruce Philp.
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, ©2009.
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| Page. NO
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xvi, 252 pages :: illustrations ;; 24 cm
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| ISBN
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0470287233
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: 0470538791
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: 9780470287231
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: 9780470538791
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| Notes
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Includes index.
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| Contents
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The guy in the cape : leading from the front -- Pixie dust : powered by purpose -- The dirty dozen : we could be heroes -- Clicking : the conundrum of advertising -- You say you want a revolution? : the opposite of a bank -- Saving the savers : walking the talk -- It takes a village : building the orange brand nation -- The money on the table : winning the battle, losing the war -- Steering by the stars : beyond managing -- Herding cats : how to snatch defeat from the jaws of victory -- Peeling the orange : a guided tour of the orange code, and what it means to us.
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| Abstract
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"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."--Jacket.
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| Subject
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ING Direct.
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ING Direct.
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| Subject
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Banks and banking-- United States.
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Internet banking-- United States.
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Banks and banking.
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Internet banking.
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United States.
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| Dewey Classification
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332.1/202854678
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| LC Classification
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HG2613.W724I545 2009
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| Added Entry
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Philp, Bruce,1958-
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