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.
Sixth-Grade Status
August 12, 2016
Membership Resolutions for the Michigan High School Athletic Association for the 2016-17 school year are now due. This is an annual rite of summer for school boards and governing bodies, intended to be a time when those entities recommit to following all the rules, all the time.
A new wrinkle in the routine is the opportunity to include 6th-graders in middle school membership. Approximately two-thirds of member middle schools are doing so.
What is not known to us through the Membership Resolution process is how those 6th-graders will be involved – where the school will have separate 6th-grade teams and where 6th-graders will be part of teams for 7th- and/or 8th-graders.
Junior high/middle schools which join the MHSAA at the 6th-grade level may allow 6th-graders to participate with 7th- and 8th-graders in individual sports (e.g., bowling, cross country, track & field, swimming & diving, tennis and wrestling). With the approval of their middle school leagues, this may occur also in team sports.
The MHSAA’s Junior High/Middle School Committee will depart from other standing committees by meeting twice during 2016-17 and subsequent school years. Its full agenda will include a review of how 6th-graders are being accommodated by middle schools and their leagues.
All of this is under the over-arching goal to involve more students in school-sponsored sports at younger ages, and to capture their interests and meet their needs within the philosophies of educational athletics.