“Chris-Craft boats are crap. They are complete garbage,” said LH. I was 17 years old, had just been rushed into a fraternity at my university and LH, a member of my rush class, was emphatically expounding the degree of suck of this particular boat brand. I didn’t know anything about…

We all get it. You have to write the feel-good fluff that will please your CMO, or the board — the marketing mission equivalent of cotton candy. We’ve all been there. But Mondelez marketing team, you did this to yourselves. And perhaps the person who conjured up this gemstone has…