CABS: Consumer Archetype Brand Storytelling

CABS: Consumer Archetype Brand Storytelling

  Consumers tell stories to themselves and others to help make sense of their own lived experiences and to achieve what Aristotle refers to as “proper pleasure,” and to enable archetype enactments In their lives. This article describes how Jung’s theory of archetypes affects stories marketers and consumers tell about buying and use experiences involving brands. The article presents a consumer theory of archetype brand storytelling. The report includes details of one consumer’s story of buying and wearing a Versace coat. Implications for brand management and consumer research theory close the discussion.