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.
Wrong End of the Microscope
October 14, 2016
Those who love and lead high school football in Michigan may be looking through the wrong end of the microscope.
Attention to large schools, varsity programs and the postseason is a waste of time if we fail to closely examine smaller schools, lower level programs and the start of the season.
Are we adequately nurturing our roots and promoting the future of the game? Do high school coaches spend more time with civic and parent groups describing the benefits and defending the safety record of school-sponsored football than they do airing their grievances against other coaches in the media?
Do we understand how increasing the number and enrollment ranges of 8-player football programs affects our smallest schools, whether they conduct 11- or 8-player programs? Do we see where and how the same proposal can serve one school very well but another school terribly?
Do we understand what's happening in junior high/middle school programs? Do we play enough games to be attractive to kids and their parents, and do the practice policies and playing rules of this level promote an extra degree of participant health and safety?
Do we understand how starting practice so much earlier than academic classes in the fall may turn off kids and parents, especially at lower levels of play; and are we keeping up with rapidly changing calendar changes of member schools?
Ultimately, the future health of varsity high school football programs depends on the outcome of these kinds of questions, answers and efforts ... and has little to do with the size and system of the postseason playoffs. And positive efforts will be negatively affected by coaches airing dirty laundry in public.