Orange Code How ING Direct Succeeded by Being a Rebel with a Cause

Name: Orange Code How ING Direct Succeeded by Being a Rebel with a Cause
Availability: OutOfStock
ISBN: 9780470422427

ISBN-10: 0470422424

ISBN-13: 9780470422427

Edition: 2009

Authors: Arkadi Kuhlmann, Bruce Philp

List price: $14.95

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Description:

How championing consumers led to ING Direct's revolutionary rise in the banking industrySince 1996, ING Direct has grown from a mere concept to an ocean-spanning global enterprise, with over 20 million customers and more than300 billion in assets. From the time this Internet-based direct bank first launched in Canada, it focused on serving ordinary people who felt abandoned by today's money hungry financial institutions and provided its customers with products they actually wanted--like savings accounts with high interest rates. This revolutionary idea was startling in its simplicity. The Orange Code recounts ING Direct's intriguing story, explaining the philosophy of its founder, Arkadi…

Book details

List price: $14.95
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/22/2008
Pages: 272
Language: English



Foreword


Acknowledgments


ING Direct Today: The Business Case for Being a Rebel with a Cause


Introduction



The Guy in the Cape


Leading from the Front.



Pixie Dust


Powered by Purpose.



The Dirty Dozen


We Could Be Heroes.



Clicking


The Conundrum of Advertising.



You Say You Want a Revolution?


The Opposite of a Bank.



Saving the Savers


Walking the Talk.



It Takes a Village


Building the Orange Brand Nation.



The Money on the Table


Winning the Battle, Losing the War.



Steering by the Stars


Beyond Managing.



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.



Orange Milestones ï¿½ An ING Direct Time Line



The Voice of Advocacy


About the authors


Index