Changing MasterPage control text from ContentPage but still renders old text

Question

Hey guys/girls

I have a HyperLink in my MasterPage and i want to change the text of it from a ContentPage. This is how im doing it:

In masterpage i included a public property:

public string LinkExampleText
{
    set { linkExample.Text = value; }
} 

At the top of my content page, i added the following directive:

<%@ MasterType VirtualPath="~/MasterPage.master" %> 

Now in my content page code bedind file, inside a button click event:

protected void button1_Click(object sender, EventArgs e)
{
    Master.LinkExampleText = "NEW TEXT";
    Response.Redirect("~/Default.aspx");
} 

This definitely travels through the public property in the master page.. But the original text persists.. What am i doing wrong?