The Orange Code
How ING Direct Succeeded by Being a Rebel with a Cause
1st Edition
Published on 7. November 2008
Book
Hardback
272 pages
978-0-470-28723-1 (ISBN)
Description
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
"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
More details
Edition
1., Auflage
Language
English
Place of publication
Chichester
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 23.3 cm
Width: 16.1 cm
Thickness: 25 mm
Weight
449 gr
ISBN-13
978-0-470-28723-1 (9780470287231)
Schweitzer Classification
Other editions
Additional editions
Book
03/2010
Wiley
€14.50
Shipment within 10-20 days
E-Book
11/2008
Wiley
€9.99
Available for download
E-Book
09/2008
Wiley
€9.99
Available for download
Persons
Arkadi Kuhlmann is the founding CEO of ING Direct USA, 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 well-known, valuable, and loved 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, www.brandcowboy.com. For more information or to contact the authors, please visit www.theorangecodebook.com.
Bruce Philp is a writer and branding consultant with nearly thirty years' experience in the field, working with some of the world's most well-known, valuable, and loved 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, www.brandcowboy.com. For more information or to contact the authors, please visit www.theorangecodebook.com.
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.
Appendix A: Orange Milestones -- An ING Direct Time Line.
Appendix B: The Voice of Advocacy.
About the Authors.
Index.
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.