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THE ORANGE CODE: How ING Direct Succeeded By Being A Rebel Arkadi Kuhlmann Book
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eBay item number:203803378012
Item specifics
- Condition
- Type
- Hardcover
- Publication Name
- Wiley
- ISBN-10
- 0470287233
- ISBN
- 9780470287231
- Book Title
- Orange Code : How Ing Direct Succeeded by Being a Rebel with a Cause
- Publisher
- Wiley & Sons, Incorporated, John
- Item Length
- 9.4 in
- Publication Year
- 2008
- Format
- Hardcover
- Language
- English
- Illustrator
- Yes
- Item Height
- 1 in
- Genre
- Business & Economics
- Topic
- Banks & Banking, Customer Relations, Finance / General
- Item Weight
- 16.5 Oz
- Item Width
- 6.3 in
- Number of Pages
- 272 Pages
About this product
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470287233
ISBN-13
9780470287231
eBay Product ID (ePID)
128797533
Product Key Features
Book Title
Orange Code : How Ing Direct Succeeded by Being a Rebel with a Cause
Number of Pages
272 Pages
Language
English
Publication Year
2008
Topic
Banks & Banking, Customer Relations, Finance / General
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1 in
Item Weight
16.5 Oz
Item Length
9.4 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2008-026311
Dewey Edition
22
TitleLeading
The
Dewey Decimal
332.1/202854678
Table Of Content
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.About the Author.Index.
Synopsis
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., Praise for The Orange Code "Imagine a business model for a bank in the twenty first century founded on principles like paying customers high interest rates on savings while charging them low interest rates on loans. Imagine a bank that has harnessed the power of the Internet and gone on to confound the skeptics while earning the admiration and loyalty of customers and shareholders alike. Imagine no more, because 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. Their story of the Orange journey offers genuine insights every step along the way." -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 that can become more important than the tangible assets in ensuring the success of an enterprise." -Chris Matthews, CEO, The Hay Group "You would have to be insane to try and build a new brand in the brutally competitive market of retail banking, but that is what they did. An incredible story of determination, focus, and maybe a little luck! A must-read for anyone with the goal of building a brand or business." -Kevin O'Leary, Chairman, Gencap Funds Inc., and "investor at large" for BNN, CBC, and the Discovery Channel, 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.
LC Classification Number
HG2613.W724I545 2009
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