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.
No Shortcuts
November 28, 2017
Last Tuesday at the office building of the Michigan High School Athletic Association, 49 athletic directors gathered for training. All are first-year ADs, and 38 of them were attending their second training session at the MHSAA.
It was the fourth session for new athletic directors the MHSAA has hosted since late July. A total of 113 different first-year ADs attended.
That’s a typical number of new ADs. And we’re experiencing the typical problems with mistakes and oversights that turn into ineligibilities and forfeits that come not just from new ADs but also from more veteran ADs who have had many new duties added to their days, but with less time and help to do everything that needs to be done.
At one school, an overwhelmed AD resigned after his school’s football and soccer teams had both used ineligible players. The school posted the job opening to replace him with the salary set at 50 percent above the previous pay. It has learned that cutting the budget for sports administration can do a lot more harm than good.
Full-time, continuously trained athletic administrators are essential to the conduct of safe and successful interscholastic athletics. There are no shortcuts to success, and a competent leader who is hungry to keep learning about policies, procedures and best practices is the starting point.