Rebranding a global leader in cutting fluids

Ahmed Tahir of Master Fluid Solutions tells Tony Gunn of MTDCNC about the approach and strategy behind rebranding of the business. Decades of customers have known Master Fluid Solutions as Master Chemicals Corporation, the name that started it all. Without a common identity, the company faced many challenges, including the negative connotations of the word “Chemical” in the name. Rebranding to Master Fluid Solutions helped the business tie individual elements of their global existence and better represent their broad range of products and solutions. From cleaning fluids to rust and corrosion preventatives to fluid maintenance, Master Fluid Solutions bring a complete solution for customers, even if that means going out to find another industry player to solve the problem. Hear more from Ahmed on the incredible journey of the global leader in cutting fluids.

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