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.
Upon Further Review
November 6, 2015
Michigan was among the first dozen statewide high school associations in the U.S. to reduce the amount of contact during football practices. Since Michigan acted prior to the 2014 football season, the National Federation of State High School Associations has adopted recommendations, and all remaining state high school associations have adopted new restrictions.
The task force that acted early in Michigan to make the proposals that were supported by this state’s football coaches association and the MHSAA Representative Council wanted policies that could be clearly understood and easily enforced. The task force concluded that counting minutes of contact during a practice or a week was not the best approach.
Who would track the minutes for each and every player? Does the minute of contact count for a player who is only observing and not actually participating in the contact drill or scrimmage?
In limiting Michigan teams and players to one collision practice a day prior to the first game and two collision practices per week the rest of the season, the task force recommendation avoided the need to have coaches and administrators track and record the minutes of each and every player on each and every team each and every day and to determine what types of activities and what degree of involvement counted against 30- or 60- or 90-minute maximums.
It is anticipated that the MHSAA Football Committee will review in early 2016 what other states have done since the MHSAA acted in early 2014, but it is not assumed that changes are needed to existing practice policies. Further review may confirm earlier judgments about policies that are both protective of players and practical for coaches and administrators.