The Orange Code
How ING Direct Succeeded by Being a Rebel with a Cause
Summary:
The book chronicles the unconventional strategies and customer-focused approach that drove the success of ING Direct, a financial institution that challenged traditional banking norms. It delves into the company's innovative marketing, corporate culture, and the leadership principles of its CEO, Arkadi Kuhlmann, which together created a brand that stood out in the industry for its simplicity and transparency.
Key points:
1. Simplicity Focus: ING Direct thrived by offering easy-to-understand financial products, standing out from complex competitors and gaining customer trust.
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