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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause

3.37  ·  Rating details ·  79 ratings  ·  8 reviews
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 int
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Hardcover, 252 pages
Published October 1st 2008 by John Wiley & Sons (first published September 22nd 2008)
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Average rating 3.37  · 
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 ·  79 ratings  ·  8 reviews


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E
Jun 01, 2009 rated it really liked it
Insider report on ING Direct

To say that ING Direct is not a traditional bank is a gross understatement. Most banks offer a bewildering multitude of financial products accompanied by add-on fees. Not ING Direct. It focuses on one thing: saving money in simple, high-interest savings accounts. Traditional banks operate from formal offices with tellers behind bullet-resistant glass and managers seated in cubicles, but ING Direct conducts much of its banking business from sleek cafés that offer coffe
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Mary
Aug 03, 2009 rated it liked it
This book was primarily focused around strategic execution, branding and marketing. It was particularly interesting in highlighting a company that sticks with it's core purpose of "leading Americans to save" especially having launched this in a time when most Americans were spending more than they were saving.

A very enjoyable read.
...more
Teamlibrary
Aug 22, 2011 marked it as to-read
interessanter Ansatz von dem Markführer im Direktbanken Geschäft
Susan Roach
Jun 02, 2012 rated it it was amazing
Excellent! and in first and second person. Very funny at times, and down to earth. Any wonder ING has done so well.
Guy
Jul 12, 2009 rated it it was amazing
Great overview of how ING Direct came out of nowhere to dominate internet banking in North America after only 10 short years in existence. Great insights on leadership and branding.
Mike Graber
Feb 19, 2010 rated it really liked it
Wasn't expecting it to discuss branding as much as it did but still a real interesting read on the building of ING. ...more
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