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.
Rush to Ridicule
February 5, 2016
Last month the statewide high school athletic association of a neighboring state sent to its member schools a reminder of its sportsmanship standards. From almost all media reports you would have thought the association did a terrible thing.
In fact, the athletic association did nothing wrong – nothing that it and similar organizations have not done many times before to point people away from declining standards of sportsmanship prevalent in other programs and point people toward behavior that is more appropriate for an educational setting – i.e., in programs sponsored and conducted by educational institutions.
Then one of that athletic association’s schools did an unsurprising thing – and what dozens of schools, perhaps hundreds of schools, have done many times before. It distributed the athletic association’s message to its students and coaches.
Where this good work went bad was an isolated incident where one student-athlete at one school posted a profane reaction on social media, criticizing the message; and the student’s school suspended the student from a few contests.
That’s the story. But it’s been mangled by most professional and social media which have rushed mindlessly to ridicule the athletic association.
The association was not wrong to promote positive cheering sections and mutual respect during athletic events. And the association is taking an amazingly high (sportsmanlike?) road to say that it will use this media fiasco as an opportunity to review its sportsmanship guidelines.
We have proven in this state through our Battle of the Fans, a contest conceived by our Student Advisory Council, that cheering sections can be larger and louder by encouraging positive behavior; fun that is also respectful. We prohibit no specific cheers, but we promote positive cheers and the schools where that is the norm.
In a society where standards of all kinds appear to be slipping, this is praiseworthy work.