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

商家名称	信用等级	购买信息	订购本书
		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

基本信息·出版社：John Wiley & Sons
·页码：272 页
·出版日期：2008年10月
·ISBN：0470287233
·条形码：9780470287231
·装帧：精装
·正文语种：英语
·外文书名：橙色代码: 荷兰国际集团 Ing Direct 公司的成功之道

内容简介 The Orange Code recounts ING Direct′s–the successful Internet–based direct bank with over 20 million customers–intriguing story and explains the philosophy of its founder Arkadi Kuhlmann 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 and leadership that built ING Direct, and detail how personal financial empowerment has made everyone a winner in this story.
作者简介 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.

Bruce Philp is a writer and branding consultant with nearly thirty years′ experience in the field, working with some of the world′s most well–known, valuable, and loved 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.
专业书评 Praise for The Orange Code

"Imagine a business model for a bank in the twenty first century founded on principles like paying customers high interest rates on savings while charging them low interest rates on loans. Imagine a bank that has harnessed the power of the Internet and gone on to confound the skeptics while earning the admiration and loyalty of customers and shareholders alike. Imagine no more, because ING Direct—led by founding CEO Arkadi Kuhlmann—is here to stay and has begun to change the color of money from green to orange for a lot of Americans."
—Tom Carper, U.S. Senator, former governor of Delaware

"Kuhlmann and Philp show how innovation linked to a lived set of values and an uncompromising focus on the customer can power an organization to extraordinary success in a short period of time. Their story of the Orange journey offers genuine insights every step along the way."
—Chad Holliday, Chairman and CEO, DuPont

"The Orange Code is a refreshing look at how the intangibles of leadership, corporate culture, brand, and customer experience can blend together to form a new class of assets that can become more important than the tangible assets in ensuring the success of an enterprise."
—Chris Matthews, CEO, The Hay Group

"You would have to be insane to try and build a new brand in the brutally competitive market of retail banking, but that is what they did. An incredible story of determination, focus, and maybe a little luck! A must-read for anyone with the goal of building a brand or business."
—Kevin O'Leary, Chairman, Gencap Funds Inc., and "investor at large" for BNN, CBC, and the Discovery Channel

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