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.
Investing in Kids
May 31, 2016
Tom Farrey, the journalist and author who now serves as executive director of the Aspen Institute’s Sports & Society Program, included this comment in his opening remarks at the “Project Play” Summit on May 17 in Washington, D.C.: “Invest in kids who aren’t your own.”
Upon hearing that, I thought this is precisely what coaches do ... the good ones anyway. They pour their lives into the lives of athletes. And in school sports, they do it not so much to improve students’ chances to be successful in an athletic contest as to be successful in life after competitive sports.
This is why the Michigan High School Athletic Association pours so many resources into coaches education. The MHSAA’s Coaches Advancement Program is delivered face to face anytime and anywhere schools, leagues or coaches associations can gather 20 or so learners.
For 2016-17, the MHSAA is offering every member junior high/middle school and senior high school $300 in free CAP training – six $20 vouchers and three $60 vouchers. Visit the CAP administrative page in July. (Users must be logged in as administrators to access the vouchers.)
Organized sports without trained coaches can do more lifetime harm than good. Coaches education, infused with the core values of educational athletics, is a necessity, not a luxury. And sports without purposefully trained coaches can be a liability.