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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.

Inclusion Then and Now

October 24, 2017

It is accurate to say, and we can be proud that it is true, that there was no more inclusive state high school athletic association in the country at its inception than the Michigan High School Athletic Association.

In Michigan from the official beginning of the MHSAA, ours was one single athletic association. Not separate associations for schools with black students and white students, like some states then. Not separate associations for public schools and private schools, like some states. Not separate associations for big city schools and other schools, like some associations.

This association is unique in the U.S.: From its creation in 1924, by state law, open to urban and rural schools, black and white schools, public and private schools, and both high schools and junior highs. The MHSAA may be the only state interscholastic athletic association that can say all four of those statements were true at its inception.

We have in Michigan a legacy of inclusion that is second to none.

In recent years, we have added to this tradition through the inclusion of 6th-graders who, as a result of a change in the MHSAA’s Constitution in 2015, are now benefiting from MHSAA services, support and rules-making.

But, to be honest, the MHSAA has slipped some in comparison to the expanded inclusiveness of other state interscholastic athletic associations:

  • Compared to Illinois, Ohio and Tennessee, for examples, we do not sponsor and conduct events for junior high/middle school students, even when those students seek to compete under the MHSAA brand and banner.

  • Compared to many states, we are slower to add new sports for high school tournaments, even when students clamor for the opportunity to represent their schools in competition.

  • Compared to many states, we are slower to add programming for students with disabilities.

The MHSAA and its members cannot be all things to all people – that could obscure our mission and it would exceed our resources. But we should consider programming for more people.

The future of our society is in full-service schools developing the whole child in mind, body and spirit; and an essential ingredient of full-service schools is interscholastic athletics and activities. The ideal must be to serve the whole child and, as much as possible, the whole community of children.

That secures the future of schools and school sports as well as communities and their children.