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.

How championing consumers led to ING Direct's revolutionary risein the banking industryIn an industry dominated by big banks with little patience fortheir customers, ING Direct has always strived to be different-arebel with a cause, if you will-and in doing so, they've become themost successful online banking venture in history.The Orange Code recounts ING Direct's intriguing storyexplaining the philosophy of its founder Arkadi Kuhlmann-whobelieves in the power of individuals to control their financialdestiny-and his long-running partnership with Bruce Philp, thebranding consultant who helped him make ING Direct a cause to itsown people and a household name across North America.* Discusses the unconventional approach to business strategyleadership, and management that built ING Direct* Written by the company's CEO, Arkadi Kuhlmann, the drivingforce behind this unique company and its approach and Bruce Philpthe branding expert who has worked with some of the world's mostwell-known and valuable brands* Reveals how the cause of personal financial empowerment hasmade everyone a winner in the ING Direct storyThe level of success achieved by ING Direct holds some importantlessons and offers some much-needed inspiration to a business worldthat could use a little of both right now.

Foreword.Acknowledgments.ING Direct Today: The Business Case for Being a Rebel with aCause.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 toUs.Appendix A : Orange Milestones -- An ING Direct TimeLine.Appendix B : The Voice of Advocacy.About the Authors.Index.