This event is open to paid Forum members (Partners & Client-Side - FCA or PRA regulated)
We will be accepting arrivals from 09:00am, and the discussion will begin at 09:30am.
As financial services consolidate, products centralise and propositions converge, brands are becoming increasingly similar and finding it harder to articulate meaningful differentiation beyond performance, price or scale, instead getting lost in a sea of sameness.
As such, storytelling is re-emerging as a way to cut through and clearly communicate what and who a business stands for, and the value it delivers when rational points of difference aren’t enough to stand out from the competition.
This session will explore how financial services brands can best use storytelling to stand out in homogenised markets by examining how narratives built around client outcomes, expertise and human experience can cut through when traditional differentiation fades, and why clarity and consistency matter more than ever in building trust. From the role of brand and culture in shaping credible stories to the challenge of translating complex, regulated propositions into something meaningful and memorable, we will focus on how marketers can move beyond features and performance to create relevance, connection and long-term value.
Speakers:
Alanna Nensel, Global Head of Brand & Central Marketing, Janus Henderson
Alanna is the Global Head of Brand & Central Marketing at Janus Henderson Investors, where she has worked since 2014. Previously, Alanna was Head of North America Channel Marketing for Janus Henderson in Denver and Head of US Marketing for Henderson Global Investors in Chicago. In her current role, Alanna is responsible for driving brand strategy and execution for JHI globally, including visual identity, value proposition, messaging and other related elements. She also oversees the Creative, Multimedia, UX, Advertising, Digital Delivery and Social Media teams which support Janus Henderson globally. She strives to integrate brand, creative and digital activity with a global and client-led mindset.
Becky Rawlings, Senior Marketing Communications Consultant, Thrive Money
Becky is a brand and communications consultant helping financial services businesses grow through authentic, consistent storytelling and has created integrated campaigns for clients including First Direct, Equifax, and Octopus Money. She is passionate about the role authentic storytelling plays in making brands meaningfully different and her work focuses on the gap between brand strategy and execution. She ensures that every piece of communication ladders back to the business's unique proposition, to consistently reflect what it stands for. She is also the founder of OnBrand, a platform built to solve this problem at scale.
Duncan Sparke, Divisional Director, Man Bites Dog
Duncan leads the financial services division at strategic marketing consultancy Man Bites Dog. In particular he specialises in working with companies across the financial services sector to deliver stand-out pieces of global thought leadership that bridge the divide between commercial objectives and the increased role of sustainability in business.
Holly Marshall, Chief Communications & Marketing Officer, Nottingham Building Society
Holly Marshall Chief Communications & Marketing Manager at Nottingham Building Society, where she champions a purposeful, distinctive brand that resonates with customers. With a proven track record in leading high-growth, challenger brands, Holly previously spearheaded Aldermore Bank’s journey from start-up to FTSE 250 and through a £1 billion acquisition. A dynamic and values-driven leader, she has built award-winning teams and developed impactful marketing strategies. Holly’s expertise spans brand-building, communications, and market positioning, underscored by a passion for innovation and purpose-led organisations. She also founded Yard Communications, helping start-ups craft compelling narratives and scale effectively.
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