Web Forms :: Dynamic Page Title Works Only Once?

I have an application which is all contained on a single page. (Search client, search products, add to basket, purchase, etc.).

I set the page title on the first page load with this.title = "Whatever";

That part works fine

However I need to change the title depending on what action was just taken (like a breadcrum). All the buttons and contents are placed in update panels. And I cannot find a way to change the title after the initial page load.

I've used this.Title, generic html object, title/header with runat server. Tried adding javascript dynamically. They all word... but only on the first page_load, never after that. I've ran in debug mode to confirm that the code gets hit on every page load and nothing seems to change the totle even if the code runs.