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.
Seeking Serious Solutions
April 13, 2018
Too much time is being spent on season-ending tournaments, and too little time on the regular season, and practice, and making sports heathier, and promoting student engagement, and the role of sports in schools.
There are exceptions, of course.
-
The Michigan High School Athletic Association Soccer Committee is a rarity, expressing that there may be too much competition and not enough practice and rest in school-based soccer.
-
The MHSAA Competitive Cheer Committee is constantly looking for the right balance of athleticism and safety – a blend that will challenge the best and grow the sport among the rest.
-
The MHSAA Junior High/Middle School Committee is tackling large, tough topics and beginning to make culture-changing proposals to carry the brand of school sports to younger students.
These are examples of the conversations of which all school-based sports leaders must have much more.
Because our standing committees have often failed us and spent too much time on matters of too little consequence, the MHSAA has often resorted to special task forces or work groups to help get necessary things done.
-
This is how Michigan got ahead of the curve on the length of football practices and the amount of contact. A task force was appointed when the football coaches association and the MHSAA Football Committee were ineffective.
-
Years ago, it wasn’t a standing committee but a work group that brought us the eligibility advancement provision for overage 8th-graders.
-
That’s how cooperative programs came to our state.
-
That’s how we got coaches education started, and it’s how we extended coaches education to apply to more coaches on more topics.
-
This is how we are making progress now – a Task Force on Multi-Sport Participation, and a Work Group on the Transfer Rule.
We need more of this – small groups diving deeply into topics over multiple meetings. Educational athletics has significant problems that require serious solutions, and new strategies for seeking those solutions.