Sponsorships can be one of the most powerful tools in a brand’s marketing arsenal, but only when they’re done right. There is more to an effective partnership than slapping a logo onto the website and posting about it on social media. It takes thought and strategy.

And one of those brands that knows how to do it right is joining us today. Jennifer Symington, Assistant Vice President of Marketing at American Honda Motor Co., discusses how Honda transforms sponsorships into meaningful cultural moments.

Editor’s note: At 1:39, Jennifer Symington is referenced as being with Honda Motor. The correct company name is American Honda Motor Co.