Josh White, CanO Water: 9 Totally New Ways to Build a Brand by Acting like a Fashion Brand, Securing Investment from Ricky Gervais, The Accidental Entrepreneur, The Difference between “Closed” and “Open” Distribution

I remember sampling at Bayley & Sage.On the shelf were two cans.Black.White.A shrilly lady, probably called Wendy (definitely eats Brie) tuttered: “what ON EARTH is that… Canned water??!! that’s IS never going to work”Buyers thought the same.So did friends.So did investors.No one though it would work.I kinda did, tooJosh White was maniacally obsessed, even possessed, with making canned water work and reducing plastic.They’ve been the proverbial punching bag for so many challenger brands who are now entering the category.Josh’s approach to brand building is TOTALLY UNIQUEJosh is a TOTAL Legend. Cano Water® were the proverbial punching bag for so many challenger brands who are now entering the category. Josh is a total legend. Raw. Honest. Vulnerable. Someone who transmogrifies "No" from headwind to tailwind ON THE MENU:1. The Crucial Difference between innovators and copy cats - how to lead from the front and follow your creative calling2. The Power of Juxtaposition in branding to stand out in crowded categoriesHow to Be the Richest Man in the World (…and it’s not financial)3. Why Challenger Brands need to think like Fashion brand like Gucci or Channel to truly disrupt categories4. How Josh Hustled to get Ed Sheeran, Lewis Hamilton,Harry Styles & more celebs drinking Cano5. How the word “No” will make you indestructible if you just keep going - Cano were the punching bag for the category 6. “Just think about today” - Lessons from Rehab for challenger food and drink founders7. The fine art of “Open” vs “Closed” distribution (this is super smart and something I’d never heard before)8. How Josh got his brand in front of Ricky Gervais and Won investment 👌