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.
What We’ve Learned
July 12, 2017
Here’s some of what we’ve learned from the first two years of having all Michigan High School Athletic Association member high schools report suspected concussions and make follow-up reports for each.
First and foremost, concussions are of concern beyond football and boys. While football – the highest participation sport – has had the most concussions, the sports that follow are girls basketball (second) and girls soccer (third).
Which leads to the second lesson: Girls report two to three times as many concussions as boys in basketball and soccer, as well as in softball compared to baseball.
Which leads to the third lesson: Whether girls actually experience more concussions than boys or are more forthcoming than boys in reporting suspected concussions, coaches need to coach and communicate with females differently than males; and coach educators must prepare coaches to interact differently with boys and girls.
We’ve also learned that more than 80 percent of concussions caused the athlete to be withheld from activity for six days or longer; and again, there was a tendency to withhold girls longer than boys. In any event, the data suggests that people are taking concussions seriously and not rushing students back into practices or contests.
The data also reveals that more than two-thirds of reported concussions arise from competition, and less than one-third occur during the many longer hours of practice. This is a reversal of the data we were provided a decade ago based on smaller samplings from other states; and this suggests that coaches are finding ways to teach skills and conduct drills without requiring as much player-to-player contact as in the past.
That’s good news. But we’ve also learned from the first two years of data that there is still more to research, more to learn and more to do to make our good games even better.