Tend

I don’t love the “burn it down and reinvent it” posture. Brands, like communities, carry history. At Colby College and in other institutional work, the best results came from treating identity as something to care for and evolve, not replace for the thrill of novelty. That stewardship mindset shows up again in building Covey with intention, so it can grow without losing its soul.

Brand evolution and long-horizon identity care
Governance-friendly design that survives turnover
Building foundations for community trust over time