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.
It’s What Happens Next
October 17, 2017
It is when I read opinions such as this one from Norman Chad last month for the Charleston (SC) Gazette-Mail, that I know the cause is right to keep frustrating the arms race in high school sports.
“College football is so wrong for so many reasons and that’s before we even get to the latest academic fraud at Florida State. It is money ill-spent and time ill-spent, an alarming hidden-in-broad-daylight repudiation of our institutions of higher learnings’ supposed core mission.
“Let’s round up the usual suspects:
“Alabama’s outside linebackers coach makes more money than its university president. University President Stuart Bell’s salary is $755,000.
“This likely reflects the fact that outside linebackers impact the Tuscaloosa campus more than, say, National Merit Scholars. It also brings to mind 1930, when Babe Ruth’s $80,000 salary eclipsed President Hoover’s $75,000 salary; called on it, the Bambino said, ‘I had a better year.’
“Still and don’t get me wrong, I realize that Alabama’s outside linebackers are the Lamborghini of outside linebackers. It’s hard to fathom that Lupoi makes nearly a million dollars annually just to deal with outside linebackers. Somehow he doesn’t have enough time in the day to give even a sideways glance to an inside linebacker.
“Of course, this all starts at the top, with Alabama Coach Nick Saban, at $11.125 million this year, the nation’s highest paid public employee. Some argue he is undercompensated; the entire state economy apparently is tied to Saban’s ability to go 12-1 every season.
“Just below Saban are defensive coordinator Jeremy Pruitt, earning $1.3 million, and offensive coordinator Brian Daboll, earning $1.2 million. Saban, clearly and correctly, favors good defense over good offense to the tune of 100k a year.
“Meanwhile, the Crimson Tide’s strength and conditioning coach, Scott Cochran, makes $535,000. I also have no problem here; strength and conditioning are the backbones of America, though tragically omitted from our founding fathers’ Declaration of Independence.
“But where I draw the line on athletic excess is this: Cochran lords over a 36,000-square-foot weight room; as a rule, Coach Slouch sees no reason any weight room ever need to exceed 30,000 square feet.
“Texas has remodeled and renovated its football locker room and weight room. Man, evidently you cannot run a first-rate FBS program without state-of-the-art dumbbells.
“But let’s bypass the weight room here and focus on the locker room.
“Extravagant locker rooms are all the rage. Texas A&M’s new facility includes a barbershop, UAB’s facility has a nutrition center and Clemson’s sports two bowling lanes.
“Which brings us to Austin, where each player’s locker at Texas cost $8,700.
“Uh, $8,700 FOR A LOCKER?
“I mean, this is where you keep your cleats, your jockstrap, your deodorant and, back in the day, a copy of Playboy. But these are no ordinary lockers; above each of the 126 lockers, where a nameplate might normally be, is a 43-inch video monitor.
“That’s right, a locker room with 126 flat-screen TVs.
“It’s essentially Buffalo Wild Wings, without the liquor license.
“Maryland unveils an almost-paid-for new indoor football practice field. My spiritually bankrupt and financially bereft alma mater continues to push that in-the-red athletic rock up the hill, trying to keep up with the Joneses and Harbaughs in the Big Ten.
“To that end, they have renovated Cole Field House, with a center for sports medicine, an academy for entrepreneurship and the school’s first indoor football home.
“It’s a shiny new penny! Go Terps!!!
“I hope it doesn’t cost too many nickels and dimes.
“Actually, it cost only $155 million, mostly privately financed, with fiscally challenged university president Wallace Loh saying the project has raised two-thirds of its $90 million fundraising goal.
“So they have built something rather expensive that they have not paid for yet. Reminds me of the first rule of money management: Live within your means.
“I hope there’s at least a nice weight room in there.”
Detachment of athletics from academics is 90 percent complete in NCAA Division I football and basketball. We should hold up that track record as the example of what will happen when, step by step, we expand the scope of school sports. Intersectional and national events for high school sports teams are not merely expensive frills; they are dangerous.