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.
Pilot Programs 2.0
May 10, 2016
Two sideline concussion detection pilot programs launched with 62 schools at the start of the 2015-16 school year will continue in 2016-17, with several significant modifications.
For the upcoming school year, a smaller number of schools will be invited to participate, training will be both earlier and longer, and the focus will be on those sports which the MHSAA’s mandated concussion reporting by all high schools has identified as having the highest risk for head injuries.
The primary purpose for the MHSAA to initiate, drive and monitor these pilot programs is to emphasize the removal-from-play phase of the concussion care continuum, and to encourage more care, consistency and courage during that decision-making process.
Data from the most recent fall and winter seasons tends to demonstrate that schools in the pilot programs reported more concussions than non-pilot schools and they withheld students from activity longer than schools which did not participate in the pilot programs.
These tendencies are supported by both systems being tested, King-Devick and XLNTbrain, both of which have significant improvements in store for pilot schools in 2016-17.
The purpose of the pilot programs is not to select a single system to be recommended to or required of all MHSAA member schools, but to demonstrate to vendors how to serve the needs of our diverse constituency and to help our schools serve their student-athletes better. Further progress toward these purposes is a certainty during 2016-17.