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.
Redefining Winning (and Losing)
March 9, 2018
There’s been much media attention given to a boys basketball game in another state that turned into a brawl led by adult fans and resulted in suspension of both schools’ seasons and dismissal of both schools’ teams from the state basketball tournament.
From a thousand miles away, I can’t comment on who’s at fault or whether the penalty fits the crime. However, I shout a hearty “Amen!” to what that state’s high school association executive director had to say, according to one of the state’s major newspapers.
“We have too many people putting too much emphasis on winning, or on the wrong definition of winning. Their definition of winning is on the scoreboard only. It’s become a very big problem, and it’s not the (state association’s) definition of winning.”
He continued, “Sportsmanship has been eroded. We’re supposed to be teaching ethics, integrity and character to these kids ...”
Spot on!
The biggest challenge we face in school sports administration across the country is communicating amidst the clutter of contradictory messages that the definition of winning – the meaning of success – is very different in student-centered, school-sponsored competitive athletics than in most other popular brands of sports.
This is educational athletics. It’s about learning far, far more than about winning, which is an important goal but nowhere near the highest objective in interscholastic athletics.
If we lose this perspective, all is lost.