New Ashland brand separates from Valvoline

Ashland debuted its new “Always Solving™” corporate identity, which will follow its eventual separation from Valvoline.

“We’ve been on a thoughtful and determined journey since announcing plans to separate Valvoline and Ashland into two great standalone companies,” says Bill Wulfsohn, Ashland chairman and chief executive officer. “Today, we’re both strong, independent, industry-leading companies positioned for bright futures.”

Along with his global leadership team, Wulfsohn developed a competitive strategy, which empowers each of Ashland’s chemical businesses to develop its own comprehensive strategic approach as to where to compete and how to win in their marketplace. Each will employ its own core competencies in specialized problem-solving that brings consistent value to customers. Together as one global team, Ashland will build a high-performance organization focused on innovation, commercial excellence, world-class operations, and disciplined capital deployment. Its foundation will continue to be built on safe, compliant and responsible operations, its winning strategy, and operating as a high-performance organization. Ashland will continue fostering growth through a pipeline of innovations and sales opportunities, and continue capturing value delivered to customers while driving its cost competitiveness.

“Now is the time for Ashland to strongly communicate the nature of who we are and what sets our employees apart. We’re a company of passionate, tenacious solvers who thrive on developing practical, innovative and elegant solutions to complex problems in applied chemistry, always pushing the boundaries of what’s possible, and advancing the competitiveness of our customers across diverse industries,” says Carol Marie Brown, Ashland director of global marketing and business communications.

According to the company, the positioning illustrates how Ashland acts as a partner to its customers, providing customized solutions that bring value. In particular, the company is focused on innovations for growing strong market positions in segments such as pharmaceuticals, personal care, and paints and coatings.