The one F-word that makes marketing better

I’ve been thinking about F-words a lot lately—but not the epithet you hear daily on the subway, in the workplace or shouted at a passing driver who doesn’t signal when he changes lanes. The words I have in mind are more suitable for playing Scrabble with your mom, when a lone ‘F’ lands among your tiles and you search for vowels that don’t lead to everyone’s favorite swear word.