Ashland Unveils New Corporate Identity

Ashland has taken another step in its plan for the future, furthering its competitive strategy following its eventual separation from Valvoline, revealing its new “Always Solving” corporate identity and unveiling the organizational culture that will continue to differentiate the company as it continues its mission to become the premier specialty chemical company in the world. It also revamped its website, http://ashland.com/.

“We’ve been on a thoughtful and determined journey since announcing plans to separate Valvoline and Ashland into two great standalone companies,” said 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 real and 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.

The most public facing element of the evolution of Ashland, is its new corporate identity—Always Solving—which reflects the company’s positioning and people across diverse industries as broad as pharmaceuticals to automotive, personal care to paints, adhesives to biofunctionals and more.

“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,” said Carolmarie Brown, Ashland director global marketing and business communications.

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