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    The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
    The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
    The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
    Audiobook10 hours

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

    Written by Arkadi Kuhlmann and Bruce Philp

    Narrated by Bill Weideman and Jim Bond

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    About this audiobook

    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.

    LanguageEnglish
    PublisherBrilliance Audio
    Release dateNov 3, 2008
    ISBN9781423373551
    Author

    Arkadi Kuhlmann

    ARKADI KUHLMANN is the founding CEO of ING Direct USA, 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.

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