How to Disrupt, Build and Scale a Challenger Brand: Josh White | TAB U Podcast | S6 E2

Welcome back to the TAB University Podcast, where we speak with business leaders, investors, and innovators shaking up the world of property, finance, and entrepreneurship.

In this episode, host Duncan Kreeger sits down with Josh White, co-founder of Cano Water, one of the UK’s most disruptive consumer brands in recent years.

From launching a canned water brand in a plastic-dominated world to turning a bold idea into a shelf staple, Josh shares the raw truths behind what it really takes to scale a challenger brand. They dig into mindset, momentum, marketing, and the hustle required to break through crowded markets.

This isn’t a story of overnight success, it’s a masterclass in resilience, culture, and how to make bold ideas commercially viable. If you want to understand modern brand-building from the ground up, don’t miss this one.

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Josh White – LinkedIn:   / josh-white-93bb73117  
Cano Water – Website: https://www.canowater.com/
Duncan Kreeger – LinkedIn:   / duncankreeger  
TAB University: https://tabhq.com/tab-university/podc...

This podcast is for information only and does not constitute advice or a personal recommendation.

Next episode: Coming soon, another straight-talking conversation on building businesses and staying ahead in property and finance.

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