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.
Football Week in Michigan
November 24, 2017
One of the best and most influential friends of school sports I know from outside the field of school sports is Greg Hammaren, senior vice president and general manager of FOX Sports Detroit.
Greg has observed his children participate in school sports and has taken special interest in treating educational athletics with first class efforts when producing MHSAA Finals in football and basketball for many years. He has been respectful of what we value and how we do things in high school sports.
About one year ago, Greg observed that his network and most other well-known names in live cable or over-the-air video sports production were abandoning the high school level. He felt that FOX Sports Detroit should not join that trend. But he had to convince the parent company in southern California that we were valued by Michigan’s consumers and advertisers. He has done just that.
The Michigan High School Athletic Association Football Playoff Finals dominate the schedule for FOX Sports Detroit’s first annual Football Week in Michigan this November. Over eight days, the best high school, college and professional football involving Michigan teams is being featured on a variety of FOX video platforms – FOX Sports Detroit, FS1, FOX Sports GO!, Big Ten Network and FOX over-the-air television.
MHSAA championship football games provide 10 of the 13 games during FWIM. The prep schedule began on Nov. 18 when the two divisions of the 8-Player Football Finals were shown live on the FOX Sports Detroit Facebook page from the Superior Dome in Marquette. Delayed telecasts of both games were aired on FOX Sports Detroit on Nov. 21.
This weekend, seven of the eight 11-Player Football Finals on Nov. 24-25 are being shown live on FOX Sports Detroit-PLUS, the exception being the Division 4 game tonight which will be shown on a same-day delayed basis on FOX Sports Detroit this evening at 11:30 p.m. All of the 11-player Finals will be available live on FOX Sports GO!
Over-the-air FOX television affiliates in Michigan also have the option to carry 11-player Final games being shown live in their markets if they have a local team participating in a game. Participating affiliates are: Alpena – WBKB-DT2 (11.2); Cadillac – WFQX-TV (32); Detroit – WJBK-TV (2); Flint – WSMH-TV (66); Grand Rapids – WXMI-TV (17); Lansing – WSYM-TV (47); Marquette – WLUC-DT2 (6.2); Sault Ste. Marie – WWUP-DT2 (10.2); Vanderbilt – WFUP-TV (45). Check local listings for games to be shown locally.
Football Week in Michigan – Greg’s brainchild – was officially recognized in October in a Proclamation by Michigan Governor Rick Snyder.
FOX Sports Detroit’s MHSAA Football Playoff coverage began Oct. 22 at 7 p.m. with the announcement of the pairings for the 2017 playoffs on the Selection Sunday Show on FOX Sports Detroit-PLUS. Each week throughout the playoffs leading up to the 11-player Finals, the FOX Sports Detroit Prep Zone featured four games viewed live on FoxSportsDetroit.com and FOX Sports GO! – with one game also available live on the FOX Sports Detroit Facebook page.