The Orange Code

How ING Direct Succeeded by Being a Rebel with a Cause

by Arkadi Kuhlmann and Bruce Philp

		Publisher: John Wiley & Sons, Inc. Pub. Date: 2008 ISBN: 9780470287231 No. pages: 272 Category: Concepts & Trends

In this summary you will learn

What ING Direct is
What banking and business philosophy its “Orange Code” outlines
How it started
How it operates

Why you should read The Orange Code

To say that ING Direct is not a traditional bank is a gross understatement. Most banks offer a bewildering multitude of financial products accompanied by add-on fees. Not ING Direct. It focuses on one thing: saving money in simple, high-interest savings accounts. Traditional banks operate from formal offices with tellers behind bullet-resistant glass and managers seated in cubicles, but ING Direct conducts much of its banking business from sleek cafés that offer coffee and luxury brands of tea. In each of its branches in the U.S., Canada, the U.K. and Australia, it offers customers light snacks, free computer stations, conversation-zone seating and kitschy ING Direct merchandise. In this book, two imaginative business geniuses, Arkadi Kuhlmann, ING Direct’s iconoclastic “CEO of Savings,” and Bruce Philp, co-founder of GWP Brand Engineering, the firm’s marketing agency, explain how they started this innovative “un-bank,” how it operates and what its guiding principles are. Perhaps no institution could be quite as rosy as this insider-written corporate bio suggests, but if you want to shake things up in your corner of the professional world, getAbstract suggests this idiosyncratic book about a bright, bold business.

About the Authors

Arkadi Kuhlmann is the founding CEO of ING Direct USA. He is a former professor of international finance and investment banking. Bruce Philp is the founding chairman of GWP Brand Engineering. He is an expert on corporate branding.

Rating (what is this?)

Overall		(7)
Applicability		(6)
Innovation		(7)
Style		(7)

Level of Expertise (what is this?)

Level

(1)

Buy the Book

Click here to buy the book "The Orange Code". If you wish to purchase 20 or more copies of the same title (not the summary, but the "real" book), please contact us at bulkorders@getAbstract.com. Make sure you include the title of the book and your phone number.

getAbstract makes it easy for you to access the summary of The Orange Code any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!