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.
Fewer but Bigger Changes
June 22, 2015
The Representative Council has taken advantage of the repose to advance policies that extend across multiple sports and years. For example ...
- The three-year phase-in of additional health and safety requirements for coaches. The second step – CPR certification for all high school varsity head coaches – commences Aug. 1, 2015. The third step – that all high school varsity coaches hired for the first time in Michigan after July 31, 2016, complete the Coaches Advancement Program Level 1 or 2 – takes effect with the 2016-17 school year.
- The focus on concussion care in both practices and events of all levels of all sports. School year 2015-16 brings new reporting and recordkeeping requirements for member schools, as well as MHSAA-provided medical insurance protection for all eligible athletes, grades 7 through 12.
- Changing out-of-season coaching rules. While the membership didn’t rally toward a totally new approach during the past year’s discussions, consensus did coalesce around four substantive changes to the current approach to manage and monitor out-of-season coaching, which the Council approved to take effect in 2015-16.
- The proposed amendment to allow school membership in the MHSAA to begin with the 6th grade. Discussion on this topic resumed two years ago and it will continue through constituent meetings this summer and fall prior to the membership’s vote in late October. The change, if approved, would take effect Aug. 1, 2016.