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.
Five Fewer Volleyball Days?
December 12, 2017
When 90 percent of one of our key constituent groups has the same opinion, it’s worth talking about – even if the topic is a sacred cow.
This fall, 89.6 percent of 580 survey respondents told the Michigan High School Athletic Association they favor a week earlier end to the girls volleyball season.
Even more – 91.7 percent – favor starting practice two days earlier in August, the same day practice starts for football.
More than 98 percent of those respondents were local athletic directors, and each class (A, B, C and D) was almost equally represented.
If girls volleyball ended a week earlier, it would always conclude before the start of firearm deer hunting season and have a weekend largely to itself, in contrast to the current calendar that sees the Girls Volleyball Finals competing with the Girls Swimming & Diving Finals, the 8-Player Football Finals and 16 Semifinal games in the 11-Player Football Tournament. It’s a weekend of 100 audio and video broadcast hours, among the MHSAA’s very busiest weekends of the entire school year.
The MHSAA’s Girls Volleyball Tournament is the latest finishing high school association Girls Volleyball Tournament in the country, sharing that distinction with nine other states. Compared to our neighbors, the tournament in Michigan ends a week later than the Girls Volleyball Tournament ends in Illinois and Ohio, and two weeks later than the same tournament ends in Indiana and Wisconsin. Michigan’s girls volleyball season is currently one day shorter than in Ohio but four days longer than in Indiana, eight days longer than in Illinois, and 12 days longer than in Wisconsin.
Whether or not girls or boys basketball seasons eventually move up or back or flip-flop, the start and end of girls volleyball season are ripe for review, according to a large portion of local-level administrators. The opposite position is taken by the Michigan Interscholastic Volleyball Coaches Association, which has countered the online survey with a position paper that points out how much the girls volleyball season was shortened after girls volleyball moved from the winter season to the fall.
The Representative Council’s recent decision to switch the starting dates for girls and boys basketball seasons in the 2018-19 school year diminishes the urgency to decide between these different points of view.