ING Learns to Build Its Identity 26.2 Miles at a Time.

The article offers information on the plan of ING, the Netherlands-based financial services company, to attach itself with the New York City Marathon in 2003. It is noted that the decision was taken by the company to establish its identity in the U.S. It is stated that in 2001, when ING started its operation in the U.S., people were not aware whether it is a banking firm or an insurance company, and the move helped them to establish their identity.