WonderDads was the second brand I wrote about for this challenge. They’re a subscription service for family activities, and as I mentioned on day 2, their branding comes up short. It’s a great idea—but there’s room to play up the super hero theme. At least, in my opinion.

Now, their site has gone through a significant change since my first post. But to me, it’s still a little flat. Not to mention, their new tagline “Be an even better & funner dad” bothers me on so many grammatical levels…






Stop it.

My first list didn’t meet my expectations—and I always planned on giving it another shot. So here it is.

Here are 100 (more) lines about WonderDads:

1 Your origin story for being The Best Dad Ever begins here
2 Plan better memories for your kids
3 Unleash the power of Dad
4 When boredom strikes, WonderDads will be there
5 The difference between dads and Wonder dads is just a little guidance
6 Take your Dadness to whole new heights
7 We still love Mom. But it’s time for Dad to shine.
8 When your kids see what you’re up to, they’re going to want to put down their phones
9 It’s time to take your super powers to higher levels than opening pickle jar
10 Kids grow up fast. Here’s how to make every minute of your time together memorable
11 Unlock the power of your ultimate Dadness
12 Your step-by-step instructions for earning that “dad of the year” mug
13 Kids grow up fast. And yours is ready to get into a little trouble with you
14 Live up the hype of that “World’s Best Dad” coffee mug they gave you
15 Being a better Dad also makes you a better husband
16 Mom’s deserve the credit they get. Maybe you need to step up your game?
17 Turning dads into the go-to parent (sorry moms)
18 Turn your weekends into a comic book adventure
19 It’s time for you and your sidekick to find a little trouble
20 Even if you’re busy, there’s always a way to make time with your children. And here it is.
21 Become more interesting than the phone your kid can’t put down
22 Make time with your kids more fun
23 Flash the dad signal. There’s fun to be had.
24 Because there’s more to you than spaghetti nights & bad jokes
25 Dads… please use your super powers for good
26 Raise your little superhero to become the legend of the block
27 Just because your jokes stink, doesn’t mean you can’t be a great dad
28 Move over moms–there’s a new hero in town
29 WonderDads have more fun
30 Almost everyone wants to be a better father. Here’s what we did to make it happen
31 Your monthly guide for being the coolest Dad in town
32 WonderDads raise Wonderkids
33 Dads! Time to step up your parenting game to Mom level
34 Begin your origin story now
35 Grab your sidekick. It’s family time.
36 Saving kids from boredom, one dad at time
37 Sorry dads—just because you’re a superhero doesn’t mean you can wear your underwear on the outside
38 If you’re here, It’s time to step up your Dad Game.
39 This is how you get more smiles
40 Your playbook for better time with your children
41 All it takes to become a better dad, is a little wonder
42 Tired of your kid only wanting to hang out with Mom?
43 Make every minute you spend with your family more fun—for everyone
44 Grab a cape. It’s time to step up your Dad game
45 Is it cheating to get all the weekly dad ideas sent you on Sunday?
46 Don’t worry Mom—you’re still #1… for now
47 Looking for an excuse to build your manly lair? WonderDads need their hideout!
48 You’re only a few dad jokes away from achieving legendary status
49 Be the dad other kids wish were theirs
50 Here’s how to make the next few years even better than the last.
51 Sorry Moms, your time of being the favorite parent is numbered
52 Grab your sidekick and prepare for action
53 To all the dads who want a little more fun (and a little more trouble)
54 To the dad who will settle for nothing less than having his child be an actual super hero
55 Your playbook for winning the Dad game (no, not “pull my finger”)
56 Ever wonder what it takes to be a better dad?
57 Pick your power. Choose a dad cave, and build a stronger bond
58 You want to spend more time with your children. But doing what?
59 Even if Mom runs the house, you can still pretend for a while
60 Make being a dad as fun as you thought it was going to be
61 Terrible jokes aren’t your only super power anymore…
62 You’ve already got your sidekick. Now here’s your plan of action.
63 Be better than the jokes you tell
64 It’s time to put away the phones, and build some bonds
65 Grab your cape. It’s time be a  better dad.
66 How to develop a happier kid, better attitude and closer bond with your kids
67 So much fun, Mom won’t even be mad the about mess
68 You know you should be spending more time with your children. But you don’t know what to do. Here’s your answer.
69 Every hero needs a sidekick. Yours just happens to your kid.
70 Easy ways to have fun with your family (and make moms a little jealous)
71 Faster than a witty dad joke…
72 How to develop a stronger bond, bigger smiles & more fun times with your lil’ sidekick
73 How to improve family bonding without movies or tablets
74 Ideas, activities & all sorts of trouble to get into with your kids
75 You don’t really have to wear your cape under your clothes—but you might want to anyway
76 It’s never too late to start being a better dad
77 Everything you need to have more fun with your family–starting now
78 Dads: Here’s how raise your kids so they’ll love you even during those angsty teen years
79 It’s time to show moms what we’ve got
80 Make your kids as obsessed with you as they are with TV
81 What’s your best chance at a great weekend? We’ve got 52 of them to choose from
82 Your superhero guidebook for being a better dad
83 Get groan-worthy jokes sent to you every day, and weekend plans your kids actually enjoy
84 Ideas, activities & weekend plans for you and your trusty sidekicks
85 Up until now, kids thought your super powers were opening jars, killing bugs & getting things off the high shelf
86 Now there’s a new way for dads to be even cooler
87 To all the Dads who want to become the hero their kids think they already are
88 Every superhero needs a backstory. Yours begins here.
89 Every superhero has a mentor. WonderDads is yours
90 Where kids empower you & terrible jokes are your kryptonite
91 You’ve got your sidekick. You’ve got your belt. Now all you need is a little fun
92 Make more of your time with your kids—and you’ll all be happier this weekend
93 Dads—we just planned your weekend fun list for the entire year
94 No Moms Allowed
95 Zap yourself with the WonderDad-enator and prepare for better bonding
96 Discover the best parts about being a Dad
97 Weekly activities that’ll make your kids want to put down their phones and play with you
98 Powered by dad jokes & fueled by skittles—your kid will be the new champion of the block
99 You’re capable of being an amazing dad all by yourself. Sometimes you just forget.
100 Time to get into a little trouble with your kids


Overall: Good, but I still don’t love it. I think I’m holding back due to their somewhat conservative brand tone.  There’s a lot more room for fun—and to add some self-mocking attitude to it.

Lessons: It’s interesting that I played with the pain points a little more. Playing second fiddle to mom, losing the attention battle against smartphones, and wanting to make parenthood as fun as you thought it would be. I think all 3 of these could work very well.

  • I purposely didn’t re-read my old post so as not to be influenced by it. Yet, looking at it now, a few of my favorite lines were repeated
  • It looks like they’re starting to ask their audience what they’d like to see. I’d love to do market research on this. I think it would really eye-opening
  • I wish I hadn’t held back and really went for it, branding aside. That would’ve been fun.

Time: Oops…. Forgot to check.

Have any good lines that I missed? Pop ‘em in the comments. Or shoot me a note. I’d love to hear them.

OK, back to the Legion of Writing…