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 - #1
May 29, 2018
I would prefer that the 51 organizations which make up the membership of the National Federation of State High School Associations would not waste another breath talking about the NFHS conducting national athletic events. But just about as frequently as U.S. presidential elections, the topic returns to NFHS meeting agendas.
About a third of NFHS member associations are somewhat in favor of national events, another third are strongly opposed, and a final third won’t offer an opinion until they are provided more details of what a national event would look like.
Most of this undecided group will reject anything that is in the nature of a national high school championship ... anything that would follow or extend seasons and diminish their own state high school championships. Most of this undecided group will reject anything involving team sports.
That has led to talk of a summertime track & field invitational event. Like dozens of other such events available to individual students without any time or expense for their schools.
Even then, there would be hours of debate about who would be invited and how, what specific track & field events would be contested, as well as when and where the event would be held. And who would pay. And what would be the fate of state associations’ existing policies which limit when, where and how much their member schools’ students may compete.
Even if the planners choose a path of least resistance for a national event, the devil will be found in the details.
While many will be busy sweating the small stuff, this association will focus on a more fundamental question: “How could the NFHS ever presume to conduct events that would cause some of its member high school associations’ schools and students and coaches to violate existing rules of their state associations?”