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.
It’s Not Us
October 2, 2015
There are continuing and crescendoing complaints about “AAU ball” – the travel, the competition without preparation, the agents and hangers-on, the sleaze factor. Yet some of those same complainers are critical of the very rules that tend to keep that sleaze at a low level in school sports in Michigan.
If so many people agree that kids and parents are being sold a bill of goods full of empty promises by a growing number of youth sports zealots, recruiting gurus, and both club and college level coaches, then why should we provide passports that would expose more students to this atmosphere?
If so many people feel that what’s happening in youth sports is bad and what’s masquerading as educational athletics in major college sports is baloney, then why should we help high school students earn frequent flier points through relaxation of time-tested travel and television policies?
If so many people believe there are too many athletic-motivated transfers, then why should we throw fuel on the fire? Those schools which could afford it would try to make their programs more attractive with national travel and televised games as a magnet to suck the best players out of neighboring schools that cannot afford the same excesses.
There is more than enough travel and exposure opportunity for schools here in Michigan and Illinois, Indiana, Ohio, Ontario and Wisconsin. Any more adds impure emphases and increased expenses to programs that are already overburdened or bankrupt.
When our school administrators and coaches say that national travel and tournaments are unaffordable and “It’s not us,” they mean it. They’ve got their priorities right.