{"product_id":"the-orange-code-isbn-9780470538791","title":"The Orange Code","description":"\u003cp\u003eHow championing consumers led to ING Direct's revolutionary rise in the banking industry\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Orange Code\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscusses the unconventional approach to business strategy, leadership, and management that built ING Direct\u003c\/li\u003e \u003cli\u003eWritten 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\u003c\/li\u003e \u003cli\u003eReveals how the cause of personal financial empowerment has made everyone a winner in the ING Direct story\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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.\u003c\/p\u003e  Foreword.  \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eING Direct Today: The Business Case for Being a Rebel with a Cause.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Guy in the Cape.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eLeading from the Front.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Pixie Dust.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePowered by Purpose.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Dirty Dozen.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWe Could Be Heroes.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Clicking.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Conundrum of Advertising.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 You Say You Want a Revolution?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Opposite of a Bank.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Saving the Savers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWalking the Talk.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 It Takes a Village.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBuilding the Orange Brand Nation.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Money on the Table.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWinning the Battle, Losing the War.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Steering by the Stars.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBeyond Managing.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Herding Cats.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow to Snatch Defeat from the Jaws of Victory.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue Peeling the Orange.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eA Guided Tour of the Orange Code, and What It Means to Us.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix A : Orange Milestones — An ING Direct Time Line.\u003c\/p\u003e \u003cp\u003eAppendix B : The Voice of Advocacy.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \u003cb\u003eArkadi Kuhlmann\u003c\/b\u003e 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.  \u003cp\u003e\u003cb\u003eBruce Philp\u003c\/b\u003e 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.\u003c\/p\u003e  \u003cb\u003ePraise for THE ORANGE CODE\u003c\/b\u003e  \u003cp\u003e\"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.\"—\u003cb\u003eTOM CARPER, U.S. Senator, former governor of Delaware\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"—\u003cb\u003eCHAD HOLLIDAY, Chairman and CEO, DuPont\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"—\u003cb\u003eCHRIS MATTHEWS, CEO, The Hay Group\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"An incredible story of determination, focus, and maybe a little luck!\"—\u003cb\u003eKEVIN O'LEARY, Chairman, Gencap Funds Inc.\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990305358053,"sku":"NP9780470538791","price":14.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470538791.jpg?v=1761787281","url":"https:\/\/k12savings.com\/es\/products\/the-orange-code-isbn-9780470538791","provider":"K12savings","version":"1.0","type":"link"}