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posted on May. 22, 2026 at 6:30 pmMay 22, 2026

Podcast: Equiti’s Hari Carpenter on why brands need a backbone and brave flexibility

posted on May. 22, 2026 at 6:30 pmMay 22, 2026

Equiti's Hari Carpenter explains why brands must stand firmly on their foundations while moving with the market; act on data without losing the human story; and show up for the community beyond bold statements.

https://www.youtube.com/watch?v=qbJII_vHb5w

On the latest episode of Campaign Middle East’s On The Record podcast, Hari Carpenter, Head of Brand for Equiti, discusses the importance of balancing brand consistency with evolution; balancing rationality and emotion in the fintech space by maintaining a human touch; the importance of building trust through community initiatives; and the importance of humanity and storytelling in marketing.
The conversation reveals the role of brand – not as a top-of-funnel layer seated comfortably above performance marketing as a neat visual layer, but as the centre of gravity of the business. It should offer stability as the backbone of the business that

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Tags:Advertising Anup Oommen brand consistency Brand experience brand marketing brands Campaign Middle East CFDs community initiatives Dubai Basketball emotional marketing Equiti Equiti Group financial services Fintech forex Hari Carpenter Head of Brand humanity multi-asset trading On The Record online trading Performance marketing podcast prime brokerage storytelling technology trading trust video podcast

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.