How do brands awaken emotion, and why does that matter now more than ever?

Our Global Chief Strategy Officer, Félix Mathieu, is exploring just that in a new bimonthly column for Brandingmag, Branded Sentiments, a series decoding the emotions brands spark in us, and how they reshape our values and choices.

In the first edition, Félix dives into “Sinjoy”, that delicious thrill when a brand lets us break the rules just a little. From Under Armour’s “Be the Problem” to Nike’s “Winning Isn’t for Everyone,” he unpacks how a touch of mischief can make ambition feel human again.

“Sinjoy is the pleasure of a consensual mischief, the brand-sanctioned breach that says you can step off the moral treadmill for a minute.”

Read the full article on Brandingmag.com and discover why a bit of “bad” might just be what branding needs to feel good again.