The right collaboration can introduce a brand to entirely new audiences, generate buzz that paid media can't buy, and create products neither partner could have built alone. But not every partnership delivers, and collaborations chosen for visibility rather than strategic fit often feel forced to customers and fall short for both brands. This group of partnership leaders will share how to choose partners that add real strategic value, structure collaborations around clear shared success metrics, orchestrate launches that feel natural to both audiences, and apply lessons from past missteps to sharpen future partnership decisions.