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.
Our Open Tournament
April 15, 2016
One of the criticisms we hear as a result of not seeding the MHSAA Girls and Boys Basketball Tournaments is that it doesn’t allow the best teams to avoid one another until later rounds of the tournament and often leads to anticlimactic Semifinal and Final games.
But, after spending thousands of hours and perhaps a million dollars to seed its Division I men’s basketball tournament, the NCAA had a 17-point mismatch when a No. 10 seed met a No. 1 seed in one national semifinal and a 44-point blowout between a pair of so-called No. 2 seeds in the other national semifinal.
Seeding is such an imperfect art, and teams can play so unpredictably from one day to the next in a one-and-done tournament, that seeding is more of a publicity stunt than it is a science on which to structure a tournament.
To send a team and its fans packing to distant venues on the basis of its winning percentage and margins of victory relative to other teams is not responsible policy at the high school level. It could be unsound fiscally and unsound educationally.
Our high schools enjoy a format that allows every high school entry into the MHSAA’s postseason tournament every year. If we were to limit our tournament to only 68 teams like the NCAA, seeding might be more practical. But as long as we accommodate 750 high schools in our Boys Basketball Tournament and 750 in our Girls Basketball Tournament, geographical districts with blind draws may be most appropriate.
The NCAA tournament, like so much of major college sports, caters to the few and most fortunate; so maybe seeding is good in that environment. But our high school basketball tournaments are open to all schools, and they require we make different decisions to serve those schools.