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 Antics
November 7, 2017
The National Football League was sometimes criticized for being the “No Fun League” when it enforced rules that tended to discourage sack dances and end zone prances by its players. Recent relaxation of the NFL’s rules of decorum has brought a return of ridiculous behaviors.
Not only are the behaviors immature, they are usually inappropriate for circumstances. A defensive lineman whose team is trailing by three touchdowns celebrates a rare tackle for a loss by marching around and pounding his chest. A running back whose team is behind by four touchdowns draws attention to a first down by strutting and pointing toward the goal line. A player who scores a touchdown celebrates like he’s never reached the end zone before.
Such behavior is penalized at lower levels. Why is it that the oldest players are allowed to act most childishly?
Attending our high school football games – watching players hand the ball to the official rather than spike it to the ground and dance all around after scoring – has been refreshing. Watching players return to their team huddles without drawing attention to themselves has been reassuring.
Our games are teaching respect and civility and team spirit at a time when America is in desperate need of those values.