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.
Counting Concussions
December 9, 2016
Member high schools of the Michigan High School Athletic Association are in the second year of required reporting of concussions that occur during practices and contests in all levels of all sports served by the MHSAA. In year one there were 4,452 confirmed concussions reported. Less than two percent of almost 300,000 participants sustained a concussion, about half of which caused the student to be withheld from activity for between five and 15 days.
Not surprisingly, approximately half of the confirmed concussions were reported by Class A schools, which typically sponsor more sports and have larger squads than smaller schools. Class B schools provided almost 30 percent of the reports; Class C schools nearly 15 percent; and Class D schools less than six percent.
As we transition from fall to winter season, we can begin to make comparisons between years one and two of the mandated reporting. At this point, schools are reporting 1.6 percent fewer concussions this year than last.
This is surprising, because sideline personnel of member high schools have become more alert to the signs and symptoms of concussions. We anticipated that this would lead to more concussions being reported.
It is possible that these early stats are a sign of real progress in reducing head injuries in school sports. And, grabbing our attention most from the early reports is that 11-player football is reporting 3.9 percent fewer concussions as of Nov. 30, 2016 compared to the same week in 2015; and boys soccer is reporting 10.9 percent fewer than on the same date last year.