Being Orange In A Sea Of Blue
Tricia A. ConahanSVP, Brand Marketing ING Americas
Sometimes, when everyone else is zigging ... it pays to zag.
That was certainly the case in 2001 when we introduced ING as a new financial services brand in the U.S. market. The past four years have seen tremendous growth in the ING brand and have astonished us all with some key learning about challenging the status quo in marketing.
It all started in late 2000. While only 15 years old, ING Group N.V. (ING) was already one of the world's largest financial services companies...