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.
Grabbing Game-Changers
October 6, 2017
The Michigan High School Athletic Association has not been standing still while the athletic transfer situation has devolved into an eyesore for educational athletics.
Twenty years ago (1997), the association adopted a rule that extended from one semester to 180 scheduled school days the period of ineligibility in all sports for a student whose primary reason for changing schools is alleged and confirmed to be athletics.
In 2014, dissatisfied with the infrequency of that rule’s use and the difficulties it created between schools, the association adopted the “links” rule – the athletic-related transfer rule. This extended ineligibility from one semester to 180 scheduled school days in a particular sport when a non-school experience in that sport links the student to the school team to which he or she is transferring.
The newer rule has been easier to use. It doesn’t require that an allegation be made by the administration of the school from which the student is transferring. It has been less likely to pit one school against another, but more likely to pit parents against the MHSAA.
The new rule has been best used as a deterrent before a student transfers ... a warning. But the rule is of no use if one of the 15 exceptions that provides for immediate eligibility applies – for example, if there was a full and complete change of residence.
That is a gap that gnaws at those who want to nab the “game changers” – those transfers who add to the status of one team while dashing the dreams of another.