What does it take to turn consumer insight into innovation that builds lasting brand growth?
In this episode of Future Proof, Dr. Nicki Morley speaks with Alex Wright, CEO and co-founder of DASH Water, about the choices behind building a Meaningfully Different brand.
From spotting an opportunity in the soft drinks market to scaling DASH, Alex shares how staying close to consumers, combining multiple sources of insight and keeping a clear long-term strategy have shaped the brand’s growth.
They explore how DASH decides which ideas to pursue, when to stay focused on the core, and when the signals suggest it is time to change course. It’s a conversation about innovation grounded in insight, timing and judgement, and why knowing what not to do can be just as important as finding the next big opportunity.
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