Several years ago while I was in business with my brother, we were working through a list of our business distinctives. Asking a few trusted friends and advisors to provide their perspective on our business, we were encouraged by one of them to list integrity as a business distinctive. It was clearly one of our core values, and she felt we should market it as such. We declined, and for good reason. I am aware that a number of businesses use integrity as a marketing tool, and some have included the word in their business name. Although most of us want our brand to symbolize integrity in the minds of our clients and prospective clients, I believe marketing integrity is an unwise practice, for several reasons.