The Story

Arkadi Kuhlmann — President and CEO of ING Direct — is an ideal client, that’s who.

As the banking industry is now aware, ING Direct is the largest Internet bank, with more than half of the country’s $90 billion in online deposits. But that’s not necessarily why he’s an ideal client — but it doesn’t hurt! Rather, he’s an ideal client for his progressive vision and commitment to change things for the better — and prove his company’s story in the process. More importantly, Kulhmann is different. Different because he has turned the banking industry upside down and has forced competitors to follow his lead — or scratch their collective heads on how they’re going to catch-up.

From the company’s unique banking approach, to its progressive bank marketing strategies, to its catchy slogan, “Money doesn’t grow on fees,” ING Direct must be applauded for (if nothing else), its uniqueness.
I encourage you to read Barbara Kiviat’s Time magazine article this week, “ING’s Man on a Mission” on Arkadi Kuhlmann. You’ll see better why Kuhlmann is the man.

This entry was posted on Monday, July 2nd, 2007 at 9:01 am and is filed under Other, Bank Branding, Bank Marketing, Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.