For over 75 years, BIC has grown from humble beginnings to become a globally recognized and iconic brand.But how do you take a legacy brand like BIC whose core business is making pens, lighters, and disposable shavers, and maintain relevance in a world that has seen every significant disruption in almost everything analog due to technological innovation and digital transformation?On the season finale of The Business of Marketing Podcast, we sat down with BIC CEO Gonzalve Bich during Adweek’s CMO Summit to discuss how they have maintained their relevance by making their business internationally diverse, inclusive, and cross-functional.The family-owned brand is truly generational as Gonzalve’s grandfather, Marcel Bich, founded the company back in 1945. Gonzalve is an incredible leader whose perspective of business transformation and how to drive innovation in the face of disruption centers on putting your core values as a business before anything else.Tune in to learn about his 18-year journey learning every facet of the business, their "Writing the Future, Together" sustainable development program with a goal to improve learning conditions for 250 million children around the world by 2025, and the ways they have managed to reach new customers through their latest partnership with Snoop Dogg and Martha Stewart.Brought to you by SAP Hosted on Acast. See acast.com/privacy for more information.