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.
Visualizing Transfers
January 30, 2018
There are two visual aids to bring to the discussion of the transfer rule serving school sports in Michigan.
One visual is of a continuum, of a line drawn across a page, with 50 dots representing the transfer rules of the 50 states, with the more liberal or lenient rules to the left and the more conservative or strict rules to the right.
The dot for Michigan’s rule would be well to the left of center. The basic rule calls for an approximately one-semester wait for eligibility after a transfer, but with immediate eligibility if one of the 15 stated exceptions applies to the student’s circumstances.
The majority of states have a longer period of ineligibility and fewer built-in exceptions.
The second visual is of a playground teeter totter.
Sitting at one end are the majority of school administrators of Michigan (about two-thirds) who want a tougher and tighter transfer rule, with a longer period of ineligibility and fewer exceptions.
At the other end of the teeter totter is parents of school-age children, some unmeasured portion of which believe there should be no limitations in how or where they educate their children, whom they believe should have full and immediate access to all school programs at any school they choose for their children.
In the center, at the teeter totter’s fulcrum, is the Michigan High School Athletic Association, helping parents hear school administrators, and vice versa.