A Meaning-Driven Brand
June 5, 2012
One of the apparent conclusions of the MHSAA online “Have Your Say” opinion poll conducted five years ago that continues to guide us today, is that the character of school sports is key to the appeal of school sports. This is true for both sponsoring school personnel and for those participants and spectators regularly involved in school sports. This suggests that to keep our core customers, we must preserve our core characteristics. That whatever changes occur in school styles and structures, we must maintain by our policies and programs the features and values which our core customers have experienced and both want and expect to continue.
It may sometimes feel that we are swimming against the current of public opinion when we enforce rules that define student eligibility or the limits of competition and travel, but the development and implementation of such restrictions might be essential to the expectations of our core constituents for the experience they remember for themselves and want for their children or team.
Just because schools change, it is not necessary that rules of school sports change as well. Sometimes, perhaps. But not always or even often. Leadership must always consider the program without a rule before we do away with the rule.
It is not too strong to state that schools seek MHSAA membership precisely because there are rules. In fact, schools formed the MHSAA to be their vehicle for making and enforcing rules. Just as participation by students is more valuable to them and their schools where standards of eligibility and conduct are higher, so is membership by schools in an organization more valuable where such standards are developed and enforced.
The Culting of Brands is a good book with a bad title in which author Douglas Atkin writes about the success of “a meaning-driven brand.” He says, “The product carries the message and then becomes it.” These kinds of brands, he says, are really beliefs. “They have morals – embody values.” They “stand up for things. They work hard; fight for what is right.”
Ultimately, it is exactly this that is expected of the high school brand of competitive athletics in Michigan.
Show of Hands
July 12, 2017
Four dozen years ago, my boss, the executive director of the National Federation of State High School Associations, expressed to me his disappointment that one of the characteristics of NFHS national meetings was the much too frequent “show of hands.” That is, someone from one state would rise to ask for a show of hands on a topic: “How many states do this? ... How many states don’t? ... How many do that?”
My mentor’s point was that the time would be much better spent on a qualitative analysis of the topic, rather than a quantitative one ... a discussion of the merits of a particular policy or procedure, rather than a head count.
His message to me is recalled every time a proposal comes to the Michigan High School Athletic Association to change this or that policy and is accompanied by the meager rationale that it’s what 25 or 35 or 45 other states might do. That stat holds only mild interest for me.
Before we do anything here to be like anybody elsewhere, we need to measure the pros and cons in our place and time ... how it fits our culture or our climate, for example.
When we consider change in the start or end of seasons; or the number of interscholastic scrimmages or contests in a day, week or season; or the number of exceptions to the transfer rule or the length of ineligibility when no exception applies; or the number of classes or divisions for tournaments; or the existence or extent of seeding for a tournament; when we consider any of these things in Michigan, we need much better rationale than a show of hands.