The Orange Code
How ING Direct Succeeded by Becoming a Rebel with a Cause
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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.
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