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.
In An Instant
August 4, 2015
The icebergs that enter the harbors along Newfoundland’s north shore started to form thousands of years ago. They broke from ice flows 10 times their size and then got caught in a current that carried them on a 1,000-mile, two-year journey to “Iceberg Alley.” Some of them drift into harbors and, with seven-eighths of their mass below the surface, they get grounded. Eventually they break apart and disappear.
My wife and I “discovered” one of these grounded ‘bergs near the shore of cozy little Coffee Cove. After a 15-minute hike, we got closer to this sparkling monster than third base is to home plate. We each snapped dozens of pictures.
Just as we were turning to begin our hike back to “civilization,” we heard what we thought was a loud gunshot. But what actually occurred was a portion of the iceberg breaking off and falling into the water.
What we had taken pictures of moments earlier no longer existed as it had at that time. In an instant, the iceberg had changed, without respect for the thousands of years in the making and the hundreds of miles of traveling.
A few days after we returned to Michigan, Rich Tompkins died, apparently healthy, just after waterskiing. Death came without respect for the miles Rich had traveled to serve student-athletes and coaches, and without regard to all the victories his teams had earned and MHSAA championships they had won.
I last saw Rich on Valentine’s Day at the first-ever Fremont High School Hall of Fame induction banquet where Rich and many of his athletes were honored. The pictures taken that night are of people and circumstances that can never be reassembled.
We need to more fully appreciate the miracle of such moments. They can be gone in an instant.