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.
Sweating the Small Stuff - #2
June 1, 2018
Seeding of Michigan High School Athletic Association tournaments, especially basketball and ice hockey, is a topic that routinely finds its way to MHSAA Representative Council agendas.
In May of 2017, the Council rejected a comprehensive proposal to seed the District and Regional levels of MHSAA Basketball Tournaments; but the Council instructed MHSAA staff to examine ideas for limited seeding at the District level only, using an MHSAA-controlled system.
In May of 2017, it appeared there was a small number of Council members who supported the proposal submitted for that meeting by the Basketball Coaches Association of Michigan, and that there were two larger groups – one open to seeding on a more limited basis than BCAM proposed and another group opposed to seeding of any scope by any system.
MHSAA staff responded to the Council’s request by presenting in March of this year and again in May a plan for seeding only the top two teams of each District, to which teams would continue to be assigned by geographic proximity, and then placing top seeds on brackets that would assure those two teams could not meet until the District Finals.
The staff provided answers to the many obvious policy and practical questions, including the system to be used, the games to be included and the placement of teams on brackets.
The effort to arm the Council with these answers had the effect of turning some advocates into opponents of seeding. It was as if the more questions staff anticipated with answers, the more people objected to the plan.
This brought defeat to the plan to seed basketball Districts, and the same to plans to seed ice hockey Regionals and Semifinals.
The questions now are: Do we vote on a fully vetted plan, knowing the details before we move forward; or do we buy a pig in a poke, voting in a concept without details, surprising others and ourselves with how seeding would be implemented? And do we vote on anything at all until we have answered the large philosophical questions as well as the dozens of smaller practical questions that seeding requires we address.