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Brand Cool certified as benefit corporation

Rochester Business Journal
September 9, 2013

Brand Cool Marketing Inc., a marketing communication firm with its headquarters in Rochester, announced Monday it has been named a Certified B Corporation.

A benefit corporation, or B-corp, differs from a traditional corporation in regards to its purpose, accountability and transparency. The trademarked "Certified B Corporation" refers to a corporation that has been certified by B Lab, the non-governmental, non-profit promoter behind the growth of benefit corporations and B Corporations to meet social and environmental criteria.

Roughly 830 Certified B-corps exist in the world, representing 60 industries and 27 countries. Only two others currently exist in the Rochester area and fewer than 10 firms are certified regionally in the upstate region.

Brand Cool provides brand and engagement services to clients in the sustainability and energy-efficiency sectors, company officials said. The agency has grown its staff by 20 percent in the last year, officials said, and last month expanded into a neighboring building on East Avenue to accommodate new employees.

Certified B-corps must meet higher standards of social and environmental performance, transparency and accountability. The law requires B-corps in New York adhere to a third-party standard of doing business for the public good, and publish an annual report to be filed with the Department of State.

“Creating greater economic opportunity, strengthening local communities, preserving our environment and giving talented people meaningful work to engage in are the very tenets that have defined Brand Cool since its inception,” said Sue Kochan, Brand Cool’s CEO and co-owner. “Becoming a Certified B Corporation simply formalizes the principles we practice every day in helping our clients, employees and partners make their organizations—and our world—a better place.”

“We congratulate Brand Cool on being Rochester’s newest B Corp,” said Sandra Parker, CEO, Rochester Business Alliance Inc. “Their efforts toward more sustainable business practices send a message to the Rochester community, and beyond, that success is not just defined by the bottom line but by generous engagement.”

Brand Cool’s clients include the Bivona Child Advocacy Center and the Osher Lifelong Learning Institute at Rochester Institute of Technology.

Brand Cool was No. 15 on the 2012 Rochester Top 100, which recognizes the fastest-growing private companies in Greater Rochester, released last October by RBA and KPMG LLP.

Brand Cool also ranked No. 11 on the Rochester Business Journal’s most recent list of marketing communication firms.

Socially Good Business and Staach Inc., a furniture design and manufacturing firm, are the other two area businesses that are Certified B Corporations.

(c) 2013 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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