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Josh Orum

As a business strategist with a background in information architecture, visual design and programming, Josh is an expert at the application of design and technology to business challenges.

A graduate of Claremont McKenna College, Josh worked as a strategic consultant and product manager before starting Loud Dog in 2000. At Loud Dog, Josh has worked with a range of clients, from very large (Fujitsu, Cisco Systems) to very small (his mom), all the while focusing on making the web—and the world—a better place: easier to use, nicer to look at and better at enabling customers and companies to do what they want, when they want.

Josh pretty much works all the time, but you may find him occasionally skiing, climbing, or mountaineering in the Sierra Nevadas.

Articles by Josh Orum

Building a foundation for your brand

By on Sep 15, 2014 in Uncategorized

When we begin any branding-related project, our first step is to build a solid foundation. Regardless of the final deliverables, this is generally where most of the true value lies, if a company is able to take advantage of it. So what does that foundation look like? Every branding agency has its own approach, but…

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Corporate versus product positioning

By on Mar 28, 2014 in Uncategorized

A frequent source of confusion when it comes to positioning is the difference between corporate positioning and product positioning. This is especially the case in enterprise software companies and tech startups, where product and company are one and the same. Although the goals of positioning are the same in each case – establishing a defined and memorable…

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When a culture of dominance fails

By on Nov 14, 2013 in Uncategorized

We talk a lot about how important it is to represent your culture authentically. That’s often interpreted as “you need a nice, happy culture.” But that’s not necessarily true! The flip side is a culture of dominance: your company drives hard, emphasizes performance, and executes flawlessly. People know you’re cutthroat, but the results speak for…

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By on Nov 7, 2012 in Branding Fundamentals, Business Strategy

Namestorming is Loud Dog’s term for the brainstorm sessions we do to develop new names for clients. Learn more about our process in this post from our series on corporate and product naming.

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The ROI of branding

By on Sep 6, 2012 in Brand and Identity Design, Branding Fundamentals

A branding project is an expensive undertaking. What do you get for it?

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Diving Deeper with Whamcloud and Chroma

By on Jun 18, 2012 in Brand and Identity Design, Loud Dog Projects

Loud Dog recently took another deep dive into the world of high performance computing (HPC) when we created an award-winning product identity for Whamcloud’s flagship software offering. Learn more about it.

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Names reinforce brand positioning

By on Apr 5, 2012 in Brand and Identity Design, Branding Fundamentals

A good name can contribute to your brand equity, and can support your company’s positioning. In this article, we explore different types of words, different types of names to understand how they work together.

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Defining your brand structure

By on Feb 15, 2012 in Brand and Identity Design, Branding Fundamentals

At the most basic level, coming up with a name is easy: just write down a bunch of ideas, and pick the one that you like best. But this is easier said than done. Maximize your chances of success by defining your brand structure first.

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Creating taglines

By on Nov 8, 2011 in Brand and Identity Design, Branding Fundamentals

A tagline can be one of your most powerful marketing tools – it can describe what you do, generate interest, and make your brand more memorable. It’s important to note, however, that as great as taglines are, sometimes they aren’t necessary and can be distracting. While every company must have a name, logo, and visual…

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Brands and branding

By on Jun 14, 2011 in Brand and Identity Design, Branding Fundamentals, Business Strategy

In this article, Josh Orum explains Loud Dog’s brand model, describes what a brand is, identifies the pieces that go into its creation, and discusses how brands are a management tool as well as a marketing tool.

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