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.
Our Own Worst Enemies
September 26, 2017
The early history of school sports was in four phases. It began as activities that students alone would organize. Then schools saw the need to supervise. Then schools created statewide high school athletic associations to standardize. Then a national federation of those state associations brought an end to corporate and college efforts to nationalize school sports. All of this between the U.S. Civil War and World War II.
The entire history of school sports has had one overriding narrative. Inherent in the struggles that defined each phase of the early history, and every decade since, has been the struggle between those who believe competitive athletics is an asset for schools intent on educating students in body, mind and spirit, versus those who believe interscholastic athletic programs are a distraction at best and, at worst, damaging to the character development of students. There is much evidence to support both sides of this long debate.
Sometimes, the advocates for school-sponsored sports have been, and are, their own worst enemies. What the advocates of school sports must realize is that the more they do to enlarge the scope of school sports ... more games, longer seasons, further travel, escalating hype ... the more they prove that the opponents of school sports have been correct.
As they encourage the chasm between athletics and academics and between school sports' haves and have-nots to widen; as sports teams are outfitted in uniforms that are fancier and funded for travel that is further, while classroom resources are fewer; as sportsmanship declines and athletic transfers increase; the so-called “progressive” thinkers help make the case that competitive athletics is bad for students, schools and society.
Opposition to escalation in school sports is not old fashioned; it's the only way to assure the future of sports in schools ... the only way to save school sports from itself.