Ashland Gest Recognition For Brand Transformation Exercise

American speciality chemicals, Ashland, has announced that its brand transformation following its final separation from Valvoline Inc. last year has been ranked among the most successful rebranding campaigns in the US and recognised with the ‘2018 Rebrand 100 Global Award’.

Rebrand is a leading global resource for case studies on effective brand transformations: the repositioning, revitalising and redesign of existing brand assets to meet business goals. Once a year, a new panel of international business, marketing and design executives is selected to jury the competition, with the goal of showcasing the most effective brand transformations.

Five companies were recognised with “Best of” awards by Rebrand. Another 45 firms – including Ashland – were honoured with awards of “distinction.” The remaining 50 received “merit” awards.

“Ashland has a ‘blueprint for the future’ which is our pathway for creating the leading premier speciality chemicals company in the world,” said Mr. Bill Wulfsohn, Ashland Chairman and CEO. “Our ambitious re-branding signalled the realisation of a clear corporate vision, organisational transformation, and separation from Valvoline,” added Ms. Carolmarie Brown, Director of global marketing and business communications at Ashland.