ING - Being Orange In A Sea Of Blue

Describes the 2001 launch campaign for ING as a new financial services brand in the U.S. Illustrates the importance of brand and advertising differentiation to gain attention in a well-established market.

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....