Storytelling is pervasive through life, with people relating to each other in terms of stories. Products and brands can play both central and peripheral roles in these stories. To assist storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Included are findings from case study research that probe propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.