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.
Tournament Scheduling
May 3, 2016
Scheduling of MHSAA tournaments in ways that minimize conflicts is a difficult task, made easier by following several principles, yet certain to be upsetting to some people.
Spring tournaments pose potential for more conflicts than fall or winter tournaments because of many school-year-ending activities that are important to students and parents – like graduations, proms, baccalaureates, honors banquets, open houses, etc.
The Michigan High School Athletic Association publishes a seven-year calendar of MHSAA tournament dates, first rounds through Finals, that provides schools and their constituents an early alert; and within most sports is a range of dates on which early round contests may be played so that hosts and participating schools can work out the best scheduling for the teams assigned to each site.
Those are two of the scheduling principles that guide the MHSAA – flexibility for the early rounds and firm dates set many years in advance for Finals.
Not only do these principles assist with avoiding all variety of local conflicts, they also assist with avoiding conflicts for students who participate in more than one sport during a single season. Schools can, and do, choose days and times that allow students to participate in the Districts of one sport tournament as well as the Finals of another. Not all conflicts are avoided, but most are.
Another principle that guides MHSAA scheduling is to minimize conflicts with the academic classroom day. While schools, students and parents often make choices that seem contrary to this principle, the MHSAA works harder to avoid academic conflicts than any other conflicts, including social or religious or ceremonial. This is, after all, educational athletics; and one of our core values is to support – not conflict with – the academic mission of member schools.
Not only does the MHSAA publicize its tournament dates seven years in advance, the MHSAA also identifies six to nine months in advance potential conflicts between MHSAA tournament dates and anticipated standardized testing dates, and publicizes the alternative dates for students to complete those tests.
The MHSAA is sponsoring nearly 2,000 tournaments during the 2015-16 school year. Some tournaments will conflict with other activities for some of the nearly 300,000 participants in those events – regretfully, but unavoidably and understandably.