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

The average rating for Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause based on 2 reviews is 3.5 stars.

Review # 1 was written on 2009-06-01 00:00:00 Gee Raymond 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 coffee and luxury brands of tea. In each of its branches in the U.S., Canada, the U.K. and Australia, it offers customers light snacks, free computer stations, conversation-zone seating and kitschy ING Direct merchandise. In this book, two imaginative business geniuses, Arkadi Kuhlmann, ING Direct's iconoclastic "CEO of Savings," and Bruce Philp, co-founder of GWP Brand Engineering, the firm's marketing agency, explain how they started this innovative "un-bank," how it operates and what its guiding principles are. Perhaps no institution could be quite as rosy as this insider-written corporate bio suggests, but if you want to shake things up in your corner of the professional world, getAbstract suggests this idiosyncratic book about a bright, bold business.

Review # 2 was written on 2009-08-03 00:00:00 Philippe Blanche 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.