True brand alignment doesn’t start with a campaign—it starts with culture. NeAndre Broussard, CEO at BMW Digital unpacks how brands can move beyond performative social moments to build authentic, long-term community partnerships in a social-first world. Drawing from collaborations like Woodford Reserve’s Road to the Derby and Spectrum’s #WeBuiltThis initiative, they’ll showcase how platform-native storytelling, creator and community-led programming, and sustained investment help brands show up credibly in culture—turning shared values into ongoing relevance, engagement, and measurable impact.