Soundview Executive Book Summaries

Follow the Bouncing Orange Ball
February 9, 2009, 4:10 PM
Filed under: Strategic Management | Tags:

We know it for the little bouncing orange ball and the tag line “We, the savers.” ING Direct’s popularity has grown over the past 13 years, with more than 20 million customers spread throughout nine different countries. EM+C magazine covered the online bank in its January cover story, which detailed ING Direct’s attention to viral and social marketing.


Based in Wilmington, DE, the branchless bank’s mission is “To help Main Street, USA, build wealth by providing high-quality, low-cost, easy-to-use and reliable savings, investment and lending services.” Sounds like a perfect fit for most people during these trying economic times. Do you bank with ING Direct?


If you don’t, but want to learn more about the bank—that is, more than what you can read about it on it’s company Web site or its Wikipedia article—then perhaps you should pick up a copy of The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause by Arkadi Kuhlmann, ING Direct’s founder, and Bruce Philp, the branding consultant responsible for helping make the online bank a household name. The authors give readers an inside look into the popular bank and brand, and show how their out of the box business strategy and leadership grew ING Direct into the financial leader that it is today.


I’m happy to add that you’ll be seeing a summary of this book down the road. Be sure to stop by and check it out!


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