How do you approach convincing brand partners to go further than they are comfortable going?

Putting the Kith logo in the BMW Roundel was an automatic no. Multiple times no. And then no again. Putting Kith in the Coke font on a glass Contour bottle was an expletive no in so many words. But through conversation and through understanding the purpose of what I am trying to do, brands align because they understand the mutual benefit. They understand that what I am doing is not just creating something new but is also speaking to why their brand is great and lifting the equity they already have. Some of the most important product and concepts I have put out took three or four rounds of having to convince a brand to allow me to do certain things. That is the work no one sees.