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.
Representative Voices
April 4, 2017
The Michigan High School Athletic Association is governed by a Representative Council of 18 members and a designee of the State Superintendent of Public Instruction. It is important that this representative body actually be representative of the group it serves.
Of the 18 regular members of the Representative Council,
-
16 have served as high school athletic directors, with an average tenure of 16.5 years. Eight have also served as junior high/middle school athletic directors, with an average tenure of 11.7 years.
-
11 have served as high school assistant principals, averaging 6.2 years.
-
5 have served as high school principals, averaging 6.4 years.
-
3 have served as junior high/middle school principals, averaging 11.7 years.
-
3 have served as superintendents or assistant superintendents, averaging 4.7 years.
-
17 of the 18 have served as high school coaches, with an average tenure of 6.9 years. Seven have also served as middle school coaches, with an average tenure of 7.6 years.
-
11 have been MHSAA registered officials. The average tenure has been 13.1 years, in an average of 2.1 sports.
To assure representation of both large and small schools in all parts of the state, the MHSAA Constitution requires that four Council members be elected from the Class A and B schools in four different geographic regions, and four be elected from Class C and D schools from those four geographic sections.
Five other Council members are elected by statewide votes, with two of those specifically designated persons serving junior high/middle schools, and one representing private and parochial schools. The public schools within the city of Detroit also have a representative.
To assure representation from females and minorities that might not occur through the election process, the MHSAA Constitution requires that the Council examine its makeup after each election and appoint up to a maximum of four persons at any one time to help address those deficiencies. The Council sometimes uses this appointment process to bring better representation to a part of the state that is underrepresented through the election process.
It goes almost without saying that nearly all of the Council members participated in competitive school sports and are the parents of participants in interscholastic athletics.
All in all, it’s a team with breadth and depth that touches most of the constituent bases of high school sports in Michigan.