At f&f, we’re not too keen on marketing lingo. So, when we use the term “values-based marketing,” we’re not even sure we’re using it as defined by whoever defines these things.

To us, it simply means partnering with clients whose products and services don’t assault the environment, our health or sensibilities. It immediately conjures up things like organic foods, nontoxic cleaning products, other green products, alternative health care. All good. But, really just the tip of the iceberg. Suffice it to say, “values-based” is subjective. We will know instinctively if we are a fit for one another.

Hey, it’s not that big pharmaceutical, petrochemical or toxic food additive folks are beating down our doors. But, even if they were, we wouldn’t open up.

Oh, and one more thing. Just because we have morals, doesn’t mean our projects are done pro bono. After all, one of our strongest values is still earning an honest buck.