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.
Making Matters Worse
March 17, 2017
For many years there have been complaints that the MHSAA Football Playoffs make it difficult for some teams to schedule regular season football games. Teams that are too good are avoided because opponents fear losses, and teams that are too small are avoided by larger schools because they do not generate enough playoff point value for wins.
Recently the MHSAA has learned, only indirectly, that some among the state’s football coaches association are recycling an old plan that would make matters worse. It’s called the “Enhanced Strength of Schedule Playoff System.”
Among its features is doubling the number of different point value classifications from four (80 for Class A down to 32 for Class D) to eight (88 for Division 1 down to 32 for Division 8).
What this does is make the art of scheduling regular season games even more difficult; for the greater variety of values you assign to schools, the more difficult it is to align with like-sized schools.
The “Enhanced Strength of Schedule Playoff System” makes matters even worse by creating eight different multipliers depending on the size of opposing schools. Imagine having to consider all this when building a regular season football schedule.
When this proposal was discussed previously statewide in 2012, it was revealed that it would have caused 15 teams with six regular season wins to miss the playoffs that year, while two teams with losing records would have qualified. How do you explain that to people? It was also demonstrated in 2012 that larger schools in more isolated areas would have to travel far and wide across the state, week after week, to build a schedule with potential point value to match similar sized schools located in more heavily populated parts of our state and have many scheduling options nearby. How is that fair?
The proposal is seriously flawed, and by circumventing the MHSAA Football Committee, its proponents assure it is fatally flawed.