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.
Hurry Up and Wait
May 16, 2017
I work so far in advance of events that I’m the subject of some ribbing by my colleagues on staff of the Michigan High School Athletic Association.
I prepare agendas for winter meetings during the previous summer – to help us plan. I draft minutes of those meetings before they occur – a device I’ve found helps to expose gaps in preparation for those meetings. I keep an ongoing file of possible questions for future surveys. I have bulging files that will help us address important topics when interfering urgent matters get out of the way.
So, it feels odd that I write to suggest athletic directors and officials assigners delay some planning for the 2018-19 school year.
You may have read in MHSAA communications or elsewhere that changes in policies of the NCAA Division I Women’s Basketball Tournament have made MSU’s Breslin Student Events Center unavailable to host the MHSAA girls Finals in 2018 and 2020-2022 and the boys Finals in 2019, that the MHSAA will conduct the 2018 girls Finals in Van Noord Arena at Calvin College, and that we will use the upcoming summer and fall to consider alternative venues, season calendars and tournament schedules for 2018-19 and beyond.
Decisions may be made that affect the season starting and/or ending dates of girls basketball, boys basketball or both, as well as other winter sports. Decisions could affect the end of the girls volleyball season as well.
Rather than consider this as a huge disruption, we are choosing to look at this as an opportunity to review how and when we do things, both regular season and MHSAA tournaments. Possibly there are some improvements that can be made.
On the other hand, we may find it inappropriate to upset sound scheduling and many valued traditions because of changes made in a college basketball tournament, and that we should use NCAA Division I facilities less or not at all, if necessary, to continue with our current schedules.
Nevertheless, the fact of these discussions and the potential for changes might cause leagues and local schools to delay in finalizing 2018-19 schedules and officials assignments.