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.
Every Coach, Every Year
April 20, 2018
Fourteen years ago, the Michigan High School Athletic Association retooled its coaches education program and launched the Coaches Advancement Program. We charged MHSAA Assistant Director Kathy Westdorp to take CAP “anywhere, any time” ... to deliver this face-to-face coaches education anywhere and any time school districts or leagues or coaches associations gathered a sufficient number of coaches to attend. Kathy delivered. Kathy and a committed cadre of trained instructors/facilitators who give up many evenings and weekends to deliver in-person education.
We launched CAP with the slogan, “anywhere, any time.” But it’s time now for a second slogan ... “every coach, every year.”
It doesn’t have to be CAP, but it does have to be every year for every coach. A coaches education program that is organized and documented, research-based and relevant. Student-centered coaches education that goes well beyond Xs and Os.
We cannot define and defend educational athletics – we cannot deliver educational athletics – without this commitment to such education, every year for every coach.
In the wake of tragic events in Michigan that have received nationwide attention, it is not surprising or unmerited that our State and Federal lawmakers are busy with bills. Legislation is on the way, and much of it will focus on coaches ... including coaches among those who are mandated to report suspected sexual abuse and requiring specific training for coaches.
All of this screams for the need for coaches education ... for every coach, every year ... no matter how experienced or revered. In business, politics, entertainment and sports, it has often been the most experienced and respected persons who have acted the worst.
The need is for every coach, every year.