The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
Kuhlmann, Arkadi; Philp, Bruce
Language: English
Published by Wiley, 2017
- Softcover
- Used
Seller: Goodwill of Central and Coastal Virginia, Richmond, VA, U.S.A.Goodwill of Central and Coastal Virginia
AbeBooks seller since May 29, 2026
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Add to basketSeller Inventory # CCVV.0470538791.A
- Title
- The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
- Author
- Kuhlmann, Arkadi; Philp, Bruce
- Publisher
- Wiley
- Publication year
- 2017
- Condition
- acceptable
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0470538791
- ISBN 13
- 9780470538791
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.
"Synopsis" may belong to another edition of this title.
About the Author
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 www.brandcowboy.com. For more information or to contact the authors, please visit www.theorangecodebook.com.
"About the title" may belong to another edition of this title.
Goodwill of Central and Coastal Virginia
Richmond, VA, U.S.A.
AbeBooks seller since May 29, 2026
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