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.
A Temporary Fix
December 8, 2017
After six months of effort, there is only a 12-month solution for issues affecting the girls and boys basketball seasons and Michigan High School Athletic Association basketball tournaments.
On Dec. 1, the MHSAA Representative Council approved switching the girls and boys basketball calendars for 2018-19 only. Boys basketball adopts the regular season and tournament schedules that have previously been in effect for girls, and girls basketball adopts the regular season and tournament schedules that have been in place for boys. The Semifinal and Final venues will continue to be Van Noord Arena at Calvin College for girls and MSU’s Breslin Student Events Center for boys.
Decisions regarding schedules and sites for the 2019-20 season and beyond will be determined by the Council at a later meeting.
The MHSAA’s hand has been forced by NCAA Division I women’s basketball tournament conflicts with the traditional dates for MHSAA basketball tournaments. That changing NCAA schedule and other factors have combined to limit venue options for MHSAA tournaments. Just one facility large enough to host the MHSAA boys Semifinals and Finals is available in 2019 and 2020. That’s MSU’s Breslin Center.
Many other basketball scheduling options have been studied during the past six months, including moving both tournaments a week earlier or later, separating the girls and boys tournaments by an additional week, or conducting both tournaments over the same three weeks with only the four championship games for each gender at MSU.
However, because 2019 is not a typical year for how the NCAA and MHSAA calendars relate to one another, (2018, 2020, 2021 and 2022 are typical), more innovative changes in formats and schedules made for 2019 would have needed adjustment again for 2020.
The decision to switch seasons and tournaments for one year only allows a test of the opinion that the transition from fall to winter sports might be better if boys basketball started before girls.
The decision also provides Calvin College the opportunity to host the girls Semifinals and Finals at least twice at Van Noord Arena, which has twice hosted NCAA Division III championships in both women’s basketball and women’s volleyball. Two years is our usual minimum; and tournaments almost always run more smoothly in the second year than in the first year at a venue. Van Noord is the largest NCAA Division III arena in the country.
In any event, more time is needed to further study and explain more innovative scheduling and tournament formats, and possibly gain better understanding and greater support for grander plans.