Binding: Paperback
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.
Title: The Orange Code How Ing Direct Succeeded By Being A Rebel With A Cause
Author(s): Philp Bruce
Publisher: John Wiley & Sons Inc
Barcode: 9780470538791
Pages: 272 Pages
Publication Date: 3/15/2010
Category: Financial Services Industry