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.
The Pencil Tale
May 25, 2018
I’ve learned to create at the computer keyboard, but my favorite writing experience continues to be by pencil (with eraser), legal pad and a pot of hot coffee. Thus, I’ve enjoyed this anonymous parable of the pencil.
An old pencil maker took his newest pencil aside, just before he was about to pack him into a box. Imagining the little fellow as a person, he recalled a few things about the pencil.
“There are five things you need to know,” he said to his pencil, “before I send you out into the world. Always remember these five things – never forget them – and you will become the best pencil you can be!
“The first thing is to remember that you will be able to do many great things, but only if you put yourself in someone else’s hands.
“From time to time you will experience a painful sharpening, but remember that this will make you a better pencil.
“Also, keep in mind that you will be able to correct any mistakes you might make along the way.
“And the most important part of you is what’s on the inside.
“And remember this, as well, upon every surface that you are used, you must leave your mark. No matter what else happens, you must continue to write.”