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.
Boring Impartiality
January 6, 2017
Some people – like our U.S. President-Elect and, apparently, like the NCAA Division I Football Playoff Selection Committee – seem to believe that all publicity, no matter how negative, is good publicity. If it draws attention to your candidacy or championships series, no matter how embarrassing, it’s okay – even good.
That’s not the belief of the Michigan High School Athletic Association. As an organization that must too often do unpopular things, like enforce rules that others don’t and impose penalties that others won’t, the MHSAA prefers to avoid creating controversy where there are options to do so.
The structure of MHSAA tournaments provides some options.
Tournaments which exclude no teams or individuals provoke less controversy than those with a limited field. Tournaments which favor no teams through a seeding scheme cause fewer arguments.
If our only purpose were to increase revenues, there is much we could do to gerrymander MHSAA tournaments in order to shorten, smooth out and straighten the tournament trail for the teams with the best records and biggest crowds during the regular season, like the NCAA women’s and NIT men’s basketball tournaments do.
But if fairness – blind, boring impartiality – is more important to us, then we will not force the teams with the poorest regular season records to face off in bracket rat-tails and we will not provide the teams with the best regular season records a tournament trail that avoids similar teams for as long as possible.
This approach opens us to criticism that we are dumb to be different and stupid to reject the revenue-generating practices of major college and professional sports organizations. But no one can claim we are unfair.
It’s not unfair to treat all schools the same. The unfairness begins – and real controversy follows – when an organization tries to favor some teams over others.