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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

Series Note: This is third post in a series of articles exploring corporate and product naming theory and processes. Once you have a brand structure defined and understand the basics of naming, it’s time to build a list of potential names. Namestorming is Loud Dog’s term for the brainstorm sessions we do to develop new…

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The ROI of branding

By on Sep 6, 2012 in Brand and Identity Design

A branding project is an expensive undertaking. What do you get for it? First, let’s make sure we’re on the same page about what a brand is, and what branding is. A brand is the association of your company’s image with its reputation. A branding project seeks to align these by creating a clear definition…

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Diving Deeper with Whamcloud and Chroma

By on Jun 18, 2012 in Brand and Identity Design

Update: This article has been expanded to include more detail about the Chroma logo’s conception and development. Also, it was named one of 2012’s Top Ten Logos by HOW Magazine. Congratulations to our friends at Whamcloud on the launch of their flagship software product, Chroma. Their new software runs on top of Lustre, a filesystem used by…

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Names reinforce brand positioning

By on Apr 5, 2012 in Brand and Identity Design

Series Note: This is second post in a series of articles exploring corporate and product naming theory and processes.  The naming process can be a lot to bite off at one time, so we’re hoping this series of articles will provide different frameworks and lenses to evaluate names. The previous article in this series discussed how…

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Defining your brand structure

By on Feb 15, 2012 in Brand and Identity Design

Series Note: This is first in a series of articles exploring corporate and product naming theory and processes.  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. Of course, this is easier said than done. You can…

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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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