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.
Consider Communications
June 6, 2017
Like many of my generation, I have a love-hate relationship with advances in communications technology.
I love it when, during a single day, my wife and I can have important career conversations by text with one son in China, chuckle at dog photos from another son in Texas, message with a "daughter" in South Korea, and watch videos of a "granddaughter" in California. I need it for heart-to-heart emails with my sister in Oregon. I love it for talking with and seeing many of these people in real time, face to face through Skype.
I enjoy the freedom that this technology provides me to keep in touch with both work and family when I travel, or escape to the cottage on summer weekends. It makes me far more productive than I was able to be years ago.
And that's a good thing because, with all of the convenience has come the expectation that everybody is "on call" every minute of every day.
Which is but one of the many downsides of our technological progress. Another is that people can communicate so quickly that they are prone to do so without thinking.
Another is the frequency of solicitations and the stupidity of most social media that tends to swamp my inbox. The "unsubscribe" feature cannot cope with the flood of foolishness.
I recall reading a biography of John Adams, masterfully created in large part from the letters written by his wife Abigail. It amazes me that when she wrote a letter to a person in Europe, she knew the letter would not be received for several months, and that she would not get a reply for half a year.
That was not necessarily a better time, but I imagine each word was given greater consideration as it was penned and posted.