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.
Seeking Input on Seeding
November 21, 2017
Seeding is a part of some levels of some Michigan High School Athletic Association tournaments, but no part of any level of MHSAA tournaments for other sports. The decisions are made sport-by-sport and level-by-level after sufficient understanding of a specific plan and broad support.
Seeding deals with logistics, not a fundamental value of educational athletics. It gets outsized attention for its importance, having nothing to do with the interactions that lead to learning and growing in interscholastic athletics. It’s another byproduct of the ever-increasing influence of the pervasively promoted and televised NCAA’s basketball tournaments over the past 25 years.
Michigan’s high school sport most engaged in the topic now is, in fact, basketball. Discussions and surveys have been conducted regarding seeding at MHSAA District tournaments.
We’ve learned this summer and fall that a majority of our local school athletic directors favor seeding and do not think it will make regular-season scheduling more difficult nor cause coaches to delay or diminish substituting during regular season games.
We’ve learned that a majority favor a system that maintains geographically determined District tournaments and merely separates the top two seeded teams in each District, and continues to use a blind draw to place other teams assigned to the District on the bracket.
We’ve learned that a majority favors having the best two teams determined primarily through objective criteria assessed by an MHSAA created or controlled ranking system.
We’ve learned that while the majority favors these moves toward District seeding, there are significant pockets of opposition to any seeding at all in MHSAA basketball tournaments. At two of six Athletic Director In-Service meetings and at two of seven Update meetings in September and October, large majorities in attendance opposed seeding of District basketball tournaments; and voters were nearly evenly split at several other meeting sites.
The discernible pattern is that seeding loses support as one moves out of the more densely populated areas of Michigan. We need to better understand why this is so, and what’s behind these regional or demographic preferences; then have the Representative Council make a decision at its meeting in March or May; and get this topic decided one way or the other.
There is so much else that is so much more important than seeding to the health of school-sponsored basketball that deserves the attention that seeding has been getting.