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.
The Old Is New Again
October 23, 2015
In the hidden back reaches of my closet at home I’ve kept some ties, suits and pants I have not worn for many years, forgotten as I purchased or was given newer and more fashionable clothes. Needing space, and heeding my wife’s suggestion that it was time to donate what I never wear, I gave my wife a fashion show of my long-neglected wardrobe. I wanted her help to decide what to discard.
Some of the items I modeled brought back memories of happy times, like weddings and reunions; others of sadder times, like funerals. Some items were laughably out of style. But, surprisingly, some of the oldest items looked the best ... almost as good as the most recent additions to my wardrobe. They were, in fact, back in fashion.
This caused me to recall that some of the discarded policies of educational athletics are working their way back in fashion. For example …
- For many years, even after many states changed their rules, the MHSAA was criticized for prohibiting member schools’ students from wearing full equipment at and participating in the full-contact summer football camps of universities and commercial organizations. Now, with greater attention to improving acclimatization and reducing head contact in football, other states are returning to the policies we never discarded: contact-free out-of-season football camps and clinics.
- Equally “dishonored” by those who believe there is never too much of a good thing have been MHSAA rules that limit the number of contests and the distance of travel. After years of more and more of everything, the new normal of severely limited school sports budgets makes our modest schedules more virtuous than ever.
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For many years, MHSAA policy has stood apart from most states by limiting students to competing in only one level of a sport in a single day … no JV and varsity in the same day, no fifth or sixth quarter rule. Now, with even greater attention to reducing head and overuse injuries and other student health and safety issues, our rules look both protective and progressive, not overly restrictive.
If a man waits long enough, even his narrowest tie or widest lapel will be back in fashion; so what makes me cling to old clothes also makes me think twice about changing established rules. It is just as difficult to restore a discarded rule as it is to wear a discarded jacket.
It’s always easier to relax a policy than to restore it when we rediscover we need it.