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.
Answering Seeding Questions
January 19, 2018
Seeding is a topic on the agenda of several Michigan High School Athletic Association sport committees. Last May, the Representative Council reiterated that its approach is to consider seeding on a sport-by-sport, level-by-level basis, depending on its committees and others to develop specific plans and to demonstrate wide support among schools of all sizes and types.
A recommendation by the Basketball Committee in December of 2016 to seed District and Regional basketball tournaments with one of the systems utilized by the NCAA for its men’s Division I tournament was not adopted by the Council last May, but MHSAA staff was requested to explore alternatives for seeding District level tournaments only.
Subsequently, MHSAA surveys have demonstrated significant support, especially in more populated areas, for an approach that separates on District basketball tournament brackets the top two teams of each District whose teams continue to be assigned on the basis of geography. We’ve found that historically strong programs tend to support this “simple seeding,” while middle-of-the-pack programs tend to see seeding as another obstacle to success and creating more distance between haves and have-nots.
MHSAA staff have demonstrated how similarly the results would have been if any one of the three systems had been used to perform this simple seeding of District basketball tournaments in 2017. In the vast majority of 2017 District tournaments, the team that actually won the tournament would have been the No. 1 seeded team in that District, demonstrating that simple seeding may be less about picking the winners than it is determining which two teams will play in the District championship games.
Many questions would have to be answered before any one of these systems could be adopted. However, even without answering any questions, in December 2017, the Basketball Committee recommended seeding for District tournaments as soon as possible.
At its January meeting, the MHSAA Classification Committee made a recommendation to the Representative Council that attempts to answer one of the questions. That committee agreed that if a plan is approved to separate the top two seeded teams in each geographically determined District of the Girls and Boys Basketball Tournaments, the system used should be completely controlled within the MHSAA office.
Of course, many other questions and logistical details need to be answered. Do we only use games versus member schools? What do we do with unreported scores? When is the data finalized? Should human input be added to the computer ratings? Do seeded teams automatically get a bye? How and when do we assign officials?
Answering such questions must come next.