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.
Reserve Lessons
January 26, 2018
Nothing prepared me for coaching more than the time I spent sitting on the bench. I hated it. And when I started coaching, I couldn’t forget how much I disliked sitting on the bench, and I did everything I could do to get every player in a game every week on some level – 9th grade, JV or varsity.
So I get it. Not starting hurts. Not playing stinks. And while many coaches are brilliant in their tactics to share playing time, some coaches do a miserable job of getting reserves into games.
But having said all that, I must add that too many people undervalue the importance of reserves, of the practice players who work hard to make the regulars better. Many champion wrestlers and tennis players earned their titles because of practice partners who pushed them to be better day-in and day-out. Many championship teams achieved their success through arduous daily competition in practice all season long. Many times it has been a so-called “backup” player, who worked hard in practices and who was often worked into games by caring coaches, who steps in after a starter is injured and saves the season.
There is much to be learned as a reserve, including what it means to be a loyal teammate ... a team player ... and what teamwork and sacrifice and loyalty and dedication really mean.
I have said often in speeches that it’s my wish that every student would have the opportunity to be a starter in one sport and a substitute in another because the lessons to be learned from each are different and so vital to developing the whole person.
It is a shame that students have somehow gotten the message that it’s a waste of their time to be a part of a team where they aren’t a starter or even the star. They get this message from adults ... sometimes it’s coaches, but more often it’s parents who criticize coaches and/or transfer their children to schools where they have a greater chance for athletic success.
As the benches get shorter on our school sports teams, the lessons learned get fewer.