Ashland recently announced its brand transformation following its final separation from Valvoline Inc. last year ranks among the most successful rebranding campaigns in the U.S., earning the company recognition in the 2018 REBRAND 100® Global Awards. REBRAND™ is reportedly a leading global resource for case studies on effective brand transformations. Ashland received its awards of “distinction.”

“The most compelling entries used storytelling, in various forms, that was relatable, thought-provoking and emotional,” said 2018 Juror June M. Archer, C-suite business leader and brand builder. “Winning rebrands transcend ‘telling’ to ‘showing’ us brand value and why we should care.”

“Ashland has a ‘blueprint for the future’ which is our pathway for creating the leading premier specialty chemicals company in the world,” said Bill Wulfsohn, Ashland chairman and CEO. “Our foundation includes safe, compliant and responsible operations, a winning strategy and a high-performance organization. Our winning strategy has two core components: aligning the organization around a clear sense of purpose and implementing a winning competitive strategy.”  

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