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Orange Code

Arkadi Kuhlmann | Bruce Philp
€17.99
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A01=Arkadi Kuhlmann
A01=Bruce Philp
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Age Group_Uncategorized
Arkadi Kuhlmann
Author_Arkadi Kuhlmann
Author_Bruce Philp
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banking industry
Bruce Philp
building a brand
building a business
Category1=Non-Fiction
Category=KFF
Category=KFFK
Category=KNS
Category=KNST
COP=United States
corporate culture
customer satisfaction
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
history of ING
ING
ING bank
ING brand
ING direct
ING internet bank
ING story
internet based bank
Kuhlmann
Language_English
orange code
PA=Available
Price_€10 to €20
PS=Active
retail banking
retail banking strategies
retail banking success
softlaunch
the orange code

Product details

  • ISBN 9780470538791
  • Weight: 354g
  • Dimensions: 152 x 231mm
  • Publication Date: 19 Mar 2010
  • Publisher: John Wiley & Sons Inc
  • Publication City/Country: US
  • Product Form: Paperback
  • Language: English
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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.
About Arkadi Kuhlmann | Bruce Philp
Arkadi Kuhlmann is the founding CEO of ING Direct, 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 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.

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