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.
Three New Winter Tournament Venues
February 16, 2018
It is an unusual season when there is one big change for the finals sites of Michigan High School Athletic Association tournaments. This winter there are three really significant changes.
The MHSAA Team Wrestling Tournament begins the first of at least a four-year run on Feb. 23 and 24, 2018, at Wings Event Center in Kalamazoo. This event was held at Central Michigan University the past two years.
The following weekend, the MHSAA Individual Wrestling Tournament moves to Ford Field in Detroit, and it has also moved to a condensed schedule – two days, rather than three (March 2 and 3, 2018). This will reduce school and spectator costs. The demise of The Palace of Auburn Hills after the relocation of the Detroit Pistons necessitated the MHSAA’s site change.
The MHSAA Girls Basketball Tournament Semifinals and Finals moves to Van Noord Arena on the campus of Calvin College in Grand Rapids, March 15-17, 2018. The previous host, Michigan State University’s Breslin Student Events Center, could not commit to the MHSAA’s dates because of schedule conflicts with the NCAA Division I Women’s Basketball Tournament.
A single venue change is a challenge. Facilitating three major changes over four weeks will make this tournament season especially “interesting.” What is even more interesting is the long-term forecast.
These changes demonstrate how new forces are putting pressure on old relationships. College venues are available on fewer dates and for fewer years; and as they become less available, they also become more costly for high school tournaments. Expenses at commercial arenas are also escalating at more rapid rates than in the past.
Making or maintaining traditions for MHSAA tournaments over future seasons will be a continuing challenge.