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.
Basketball Tournaments on the Move?
March 3, 2017
It is uncertain where the Michigan High School Athletic Association Boys and Girls Basketball Tournaments, currently at the Breslin Center of Michigan State University, will be conducted in 2018 and 2019; and after that, there are questions of when they will be conducted.
The most serious of several concerns is that MSU can no longer guarantee Breslin’s availability for the MHSAA Semifinals and Finals. This is the result of a change in the format of the NCAA Division I Women’s Basketball Tournament that assigns its 16 regionals to the top 16 seeded teams.
That schedule conflicts with the MHSAA Girls Basketball Semifinals and Finals in 2018 and 2020, and with the MHSAA Boys Basketball Semifinals and Finals in 2019.
In 2016, when MSU’s women’s basketball team was highly seeded, it had to travel to Mississippi State University because the MHSAA girls tournament was occupying Breslin. The contract that guarantees MHSAA priority ends with this year’s tournament, March 16-18.
The MHSAA is proceeding on two tracks. First, it has just distributed a “Request for Proposal” to MSU and other potential hosts for at least 2018 and 2019. There are options for venues to submit proposals for boys, girls or both.
Second, the MHSAA has begun what is likely to be a long discussion regarding dates. For example, if the girls season started and ended one week earlier, the NCAA conflict may not occur. However, this would likely require a one-week earlier end to the girls volleyball season in the fall, which some people have advocated but others are certain to oppose.
A flipside variation of this idea is to start and end boys basketball season two weeks earlier than is the case now, and to delay the start and end of girls basketball season by one week. This is a means of reducing the volleyball/basketball overlap for girls in November, and it would avoid that March weekend when the NCAA Division I women’s tournament can be a conflict.
Another option is to start the boys season one week earlier, extend the girls season one week later, and conduct the two tournaments simultaneously over four weeks – different days of the same weeks for Districts and Regionals; with Semifinals for both genders around the state on the weekend when the girls tournament has ended in the past; and then Finals for boys and girls at a single site on the Friday and Saturday when the boys tournament has traditionally ended.
Unless things change at the NCAA level, none of these models guarantees a schedule that is always free of conflicts with both the boys and girls MHSAA tournaments. Therefore, other innovative but possibly even more intrusive, changeable and tradition-breaking calendar adjustments could also be investigated that might provide a better long-term solution than merely changing venues.
Venue decisions are the responsibility of MHSAA management and should be made by early May. Calendar changes, if any, will be membership driven and may take more than 18 months to finalize.