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.
Tools of Thought
July 13, 2018
(This blog first appeared on MHSAA.com on May 11, 2012.)
I am famous at home and office for my lack of keyboarding skills. The only “C” grade I received in high school was a summer school course in what was then called “typing.” At Dartmouth I paid a woman who worked at the dining hall to type my college papers. In an early job at the University of Wisconsin I typed the play-by-play of Badger football and basketball games with a clumsy “hunt-and-peck” approach.
Today, with the same lack of style, I pound out dozens of emails daily, hammering the keys like my first manual typewriter required four decades ago.
But for any document of great length or importance, I do as I’ve always done: take up pencil (my software) and legal pad (my hardware). There is no question that, for me, the nature of the equipment I’m using for writing affects the nature of the thinking.
With his eyesight failing late in his life, Freidrich Nietzsche bought his first typewriter, changing from pen and paper to the new technology of the 1800s. According to a 2008 article in Atlantic Monthly by Nichols Carr, a friend wrote to Nietzsche in a letter that, since adapting to the telegraphic style, Nietzsche’s terse prose had become even tighter. To which Nietzsche replied: “You are right, our writing equipment takes part in the forming of our thoughts.”
Which makes one wonder where all today’s tweeting and texting may take us.