How to change what people think about your brand

How do you change what people think about an established brand—without throwing away everything that made it valuable?In this episode, Pranay Piyush sits down with Meiling Tan to unpack lessons from two very different brand challenges: helping Care.com evolve beyond childcare and building the Waymo brand when self-driving cars still sounded like science fiction.Meiling shares why the best brand transformations go far beyond a new logo or campaign. They require alignment across product, customer experience, communications, leadership, and marketing.They discuss how Care.com repositioned itself from a childcare utility to a broader caregiving brand—and went on to deliver its first quarter of new membership growth in nearly four years. Meiling also takes us inside the early days of Waymo, explaining how the team built trust in self-driving technology by focusing on the human problem it could solve.Plus, they explore why brand and product are inseparable in the customer's mind, how to get CEOs and CFOs to invest in brand, why leading indicators still matter, and the marketing experiment Meiling would run with an unlimited budget.For CMOs, brand leaders, and marketers trying to connect brand building to real business growth, this episode is packed with practical lessons.