The power of empathy

Identity, strategic essentialism, and popular culture at the service of market-oriented communication for products, goods, and services.

The book *The Power of Empathy: Communication and Cultural Marketing in Business Scenarios* invites readers on a fascinating journey to the Parintins Folklore Festival, in the heart of the Amazon, where companies such as Coca-Cola seek to associate their brand with the century-old duel between the *bois-bumbás* Garantido and Caprichoso, with the aim of establishing an affective relationship with their consumer audience.

The analysis of this effort by organizations to generate community engagement with their products and to convert cultural manifestations into business objects is carried out through the lens of Folkcommunication and Folkmarketing, both genuinely Brazilian theories within the field of communication.

Enjoy the journey!