Some years ago at CashStar, I was given the opportunity to revamp our test product brand (at the time called Modport). I created a fake brand called Wanderful that was going to be everything I wanted in an outdoor apparel company. This test brand eventually had a life of its own and is now being used to demo about 6-7 of our gift card products. Furthermore, I organized a company-wide volunteer opportunity to clear up hiking trails in and around Portland. Those who participated received a custom-designed COMMUNITY shirt that I designed and worked with a local vendor to produce. Wanderful (as a separate brand) eventually became my personal project, but the CashStar Wanderful is where the idea was born.
September 14, 2021