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.

One Concussion Conclusion

August 25, 2017

After both the first and second years of collecting head injury reports from all Michigan High School Athletic Association member high schools for all practices and events in MHSAA sports, we cautioned people to refrain from making too many conclusions.

It’s too soon. We now have a baseline, but we will need several years before we can be certain that we’ve spotted trends or trouble spots.

Nevertheless, one observation screams out. Girls report two to three times the number of concussions that boys do. In basketball, soccer, and in softball compared to baseball, girls report two to three times as many concussions. That was true in year one; it remained true in year two.

It may be that girls sustain more concussions than boys, or that girls are more forthcoming in reporting than boys are, or both. In the past, researchers have published both conclusions.

In either case, it means we need to coach boys and girls differently, and we need to prepare coaches differently for boys and girls teams, as we are doing in the MHSAA Coaches Advancement Program.