David FAVEST
Biographical note
David Favest holds the function of Marketing Director at STIB, since mid-2015. Born in Uccle in December 73, David graduated cum laude in HEC in Brussels. In ‘95, he started at Xerox, as Product Analyst. He rapidly joined the Automotive Sector as Product and Pricing Manager for DaimlerChrysler BeLux for 5 years. He was then appointed as Head of International Training for Chrysler Group’s Operations (Ext. in Chrysler HQ in Detroit, USA) for Jeep, Chrysler and Dodge Brand. Back in Benelux, he was promoted Head of Marketing Operations for 3-years sharing time between Utrecht and Brussels. After having successfully conducted the operational and legal merge between Chrysler Group local NSC’s and Fiat in BeNeLux, he held several board positions in the FCA Group, ending Director of Retail Sales Operations BeLux. Position he also held for 2 years at Kia Motors Belux before embracing the Public Transport as a free choice. He is currently actively working an STIB’s New Marketing Strategy and Digital Transformation, both aspects of the business fully fascinating him.
Presentation: The close relation between corporate branding and employer branding
Corporate or Company branding places an emphasis on securing the reputation and consistancy of a brand at every single touchpoint of customer’s phygital journey, including customer facing personnel’s attitudes and behaviors. This has given rise to the internal branding, so-called employer branding, which argue for a closer alignment between collaborators’ desired attitude and the value of the corporate brand.
It is however a much more difficult process to find synergies between the two concepts (Corporate Branding and Employer branding) and achieve a strong, consistent corporate brand. With a newly started branding concept in 2015, massive investments within the next 10 years and an annual need for more than 600 recruitment per year, our STIB Marketing case could provide attendees a way to explore and demonstrate how the two concepts of branding could interrelate together or at least cohabits in a proper manner, answering both needs for NPS (Net Promotor Score) and HR’s employer aspirational image.
