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

by Arkadi Kuhlmann, Bruce Philp

Overview

"From the democratization of the automobile to the idea that computers should serve people rather than the other way around, the most successful businesses—not just the ones that made money, but the ones that made a difference—each built themselves around a higher sense of purpose, and then elevated their brand to sit at the right hand of leadership as its spiritual guide."
—From the Introduction

Since 1996, ING Direct has grown from a mere concept to a global enterprise, with over 20 million customers in nine countries. 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. 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.

In an entertaining and inspiring style, Kuhlmann and Philp discuss their unconventional approach to business strategy, leadership, and management that built ING Direct. From refusing to promote credit cards to college students to pointing out frivolous expenses, Kuhlmann and Philp not only address the practical principles that have propelled ING Direct to the top, but they also help you understand how the cause of personal financial empowerment has made everyone a winner in the ING Direct story.

While the idea of a business as a cause—with a brand as its constitution—might seem idealistic and even naïve in theory, it's not anymore. 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.

Product Details

ISBN-13:	9780470454343
Publisher:	Wiley
Publication date:	11/03/2008
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	272
File size:	947 KB

About the Author

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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Table of Contents

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.