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.
December 1st is a Big Deal
November 10, 2017
One of the two or three most important Michigan High School Athletic Association Representative Council meetings of the past three decades will occur Dec. 1. Here’s why this is so.
The Council must decide where MHSAA Basketball Finals will be held for girls and boys, and make related decisions regarding both regular season and tournament schedules so schools can get on with confirming game schedules and officials assignments for at least 2018-19.
The Council must decide whether the enrollment limit for the 2018 MHSAA 8-Player Football Tournament will be fixed or floating, and if fixed, at what number. Of greater consequence in the long run, the Council will launch a discussion into the MHSAA’s responsibility for determining varsity 8-player football opponents for schools during the regular season.
The Council must consider changes in the policies and procedures for administering the new pitch count in baseball, and if the new pitching limitations should continue to delay what were thought to be improvements in the MHSAA Baseball Tournament structure and schedule.
The Council will examine input regarding proposals to fundamentally change the MHSAA transfer rule and determine which components of the proposal should advance as action items for its meetings in March or May.
The Council will examine input on proposed changes at the junior high/middle school level for contest limitations for several sports, as well as liberalization of the limited team membership rule for all team sports except football. Of even greater consequence, the Council may determine how aggressively, if at all, to advance MHSAA-sponsored regional invitational events for the junior high/middle school level in selected individual and team sports, with action on such possibly occurring in March or May.
The Council will engage in a discussion of what may be fading and what may be emerging in youth and school sports over the next decade and what that may mean in terms of sports for which MHSAA services and support should be provided, including what MHSAA tournaments may be added and which dropped at the high school level.
The Council will examine input on seeding of MHSAA District Basketball Tournaments and determine what the scope of actions could be at its March or May meetings.
Typically, the December meeting of the Representative Council tees up a big topic or two for action in March or May. This year, the December meeting requires that some specific actions be taken and sets more than the usual number of big topics on a course for action before this school year ends.