The orange code: how ING Direct succeeded by being a rebel with a cause

ING Direct has received praise from a range of business leaders, consumers, universities, etc. In an age of banks providing less and less customer service,ING Direct branches are inviting. There are cafes, big screen TVs, free Wi-Fiand more. What distinguishes ING Directfrom many other banks and why its customers are so loyal is the company's focus. From the time the company was firstlaunching branches in Canada, its focus was on providing what customers wanted--savings accounts with high interest rates. This revolutionary idea---courting regular folks who had been abandoned by so many financial institutions--wasstartling in its simplicity. But it also became widely successful and profitable. Other banks are being hard-hit by the subprime mortgage crisis but ING Direct has not. It simply hasn't lost money on its mortgages. This book will recount the company history--but even more importantly--explain the philosophy ofKuhlmann who fervently believes in the power of individuals to control their financial destiny. Kuhlmann wants his customers and his employees to be content and loyal--and with these loyal customers--will come success for ING. In fact, the company is very successful and has grown into one of the world's largest banks.Arkadi Kuhlmann (Wilmington, Delaware) is CEO and founder of ING Direct USA, which has become the country's largest Internet based bank, the 4th largest thrift, and one of the 30 largest banks in just seven years. The leading global financial services company adds 100,000 new customers and $1 billion deposits each month. Kuhlmann also serves as Chairman of the Board of ING Direct Canada. He is active in a number of charitable organizations including ING's Kids Foundation. Prior to starting ING Direct, he was President of North American Trust. Before that, he was President & CEO of Deak International in New York and Professor of International Finance & Investment Banking at Thunderbird (Amer Graduate School of International Management) in Phoenix. Bruce Philp (Toronto, Canada) has more than 25 years experience in marketing, advertising and branding. He has worked on some of the world's most well-known brands including Tylenol, Toyota, Ivory, Panasonic and some of Canada's iconic brands including Molson. Philp co-founded GWP Branding Engineering in 1996. He has written for a number of US and Canadian publications and has a blog about branding,brandcowboy.blogspot.com with some 5,000 regular readers.

• ISBN: 978-0-470-53879-1
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 252
• Fecha Publicación: 24/03/2010
• Nº Volúmenes: 1
• Idioma: Inglés