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.
Summer Safety
July 23, 2018
(This blog first appeared on August 28, 2012.)
As we have been considering changes for in-season football practice rules that are more in step with recent recommendations of the National Athletic Trainers Association, the American Academy of Pediatrics and the National Federation of State High School Associations, as well as the actions of several of our counterpart state organizations across the U.S., we have also been looking at the rules that apply out of season to assure they do not work against the preparation of students for a safe experience.
Except during the school’s designated summer dead period of at least seven consecutive days, football coaches may interact with any number of players in voluntary weight training and conditioning sessions as frequently as they desire. Introduce footballs and helmets, and the coach can still work with any number of students on the sideline and up to seven players at a time for any number of days. Add competition, and the coach can still work with up to seven players at a time for a maximum of seven days. In addition, football coaches may participate for a maximum of 10 days at bona fide football camps where any number of their players are participating.
Plenty of time for coaches to teach, and even more time for players to train. During this time, the rules permit students to wear helmets, which protect against accidental collisions during drills; but the rules prohibit other pads that would allow activities to escalate to the point where contact is expected, leading to increased blows to the head at a time when the objective from the pros to Pop Warner is to reduce blows to the head.
When the brief preseason down time begins Aug. 1, the coach continues to be able to work with any number of players in conditioning and weight training. The down time prohibits those activities that could be a disguise for practice prior to the earliest allowed practice date – open gyms, camps, clinics and competition. The down time puts the emphasis where it’s most needed for a healthy student experience when practice actually begins: that’s weight training and conditioning.
Some critics may focus on what they can’t do in the summer; but clearly, there’s much they can do, and it’s all designed to help players improve and excel in a safe environment.