How Glencore Built a Brand Nobody Sees

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jul 24, 2026 · 11m · transcript

When people think of powerful brands, they picture red cans, swooshes, or bitten fruit. This episode looks at the opposite: Glencore, the Swiss commodity trading giant that moves millions of tons of metals, oil, and grain every day — and whose name almost nobody outside finance has heard. Lucas and Luna unpack how Glencore's deliberate invisibility became its brand strategy, the reputation reset after the 2018 US corruption settlement, and why 'no brand at all' can actually be a competitive advantage in industries where customers are other corporations. They also touch on the…