Marketing Over Coffee · [email protected] (John Wall and Christopher Penn)

The Goddess Guide To Branding

·24 min·2 clips

Jane McCarthy reveals how goddess archetypes offer a deeper, feminine perspective beyond Carl Jung's 12 key archetypes.

Jane McCarthy starts with brand strategy. For her, archetypes are the thing that helps a brand name its personality, motivation, meaning, and intent. John Wall keeps pulling the conversation toward the practical part: what happens when a brand shows up with only a loose feel? Her answer begins with sensing the company's energy, especially when the founder is still close to the work. From there, the archetype becomes a guide for creative decisions instead of a decorative label. McCarthy comes at this from the marketing side. She says she has worked in advertising and marketing for over 15 years, and the conversation feels like it comes from practice, not theory alone. The book has a clear lane too. The Goddess Guide to Branding is framed as a blueprint for building an abundant and authentic feminine brand. Kate McAndrew is part of that project, and the book draws on interviews with more than 22 female founders and brand leaders. Then the ad read takes over for a while. NetSuite by Oracle gets a long sponsor segment covering cloud ERP, financial management, inventory, HR, forecasting, and one source of truth. It slows the pace. Once the show gets back to the interview, Wall returns to the archetype question, and the useful thread picks up again: how to organize brand personality, intent, and customer impact in a way a team can actually use. The close sends listeners to the book, show notes, newsletter links, and the Marketing Over Coffee text line before the usual coffee signoff.

As heard by us

A practical brand-strategy conversation that uses archetypes to sharpen clarity and creative direction.

Marketing Over Coffee treats branding as a practical strategy exercise, and Jane McCarthy gives that approach a clear center. She uses archetypes to sharpen a brand's personality, meaning, intent, core motivation, and intended customer impact, then links that framework to…

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Why you'd press play

You want a cleaner brand story before the next round of creative decisions.

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