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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.

Scheduling Controversy

November 14, 2017

A dozen years ago, I asked our counterpart organizations in other states if they scheduled their schools’ regular-season varsity football games. Very few did so.

More recently, I’ve realized that I didn’t ask enough questions. It turns out that few statewide high school associations tell schools who they play each week of the regular season. However, many more give schools the group of opponents they may schedule. They place schools in leagues and/or districts and/or regions and instruct schools to schedule from among those schools only or predominantly.

I have been waiting for the tipping point where a sufficient number of high schools in Michigan are sufficiently stressed over scheduling football games that they would turn to the MHSAA to solve the problem.

I’m anticipating this might occur first among schools playing 8-player football, and that success there will lead to our assistance for 11-player schools.

One approach – the simpler solution – would work like this:

  • All 8-player schools within the enrollment limit for the 8-player tournament would be placed in two divisions on the basis of enrollment in early March. About 32 schools in each, based on current participation.

  • At the same time, each division would be divided into four regions of about eight schools.

  • In April, the schools of each region would convene to schedule seven regular season games for each school.

  • Based on current numbers, schools would still have two open weeks to fill, if they wish, for games with schools in other regions or of the other division or in neighboring states.

A second option – the date-specific solution – would provide every school its weekly schedule for all nine dates, or weeks 1 through 8, or weeks 2 through 8, depending on local preferences. This would not be difficult in concept once there is agreement on what criteria would be used and what value each criterion would have.

For example, one important criterion would be similarity of enrollment; another of great value would be proximity. Perhaps league affiliation would be a factor with some value. Perhaps historic rivalries would be another factor with a value. Then the computer spits out schedules for each school for every week for two years, home and away.

I don’t campaign for this task because, frankly, it will produce complaints and controversy. But if this organization exists to serve, then this is a service that today’s chronic complaints tell us we should begin to provide soon.

I suggest we do this for 8-player football for the 2019 and 2020 seasons (with a paper trial run for 2018). If it proves successful, we could expand the service to 11-player schools as soon after as they are satisfied with our efforts for 8-player schools.