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.
Seeding Questions
April 6, 2015
The more I hear people speak with absolute certainty that seeding MHSAA tournaments would be a good thing for more sports to implement, the less I’m certain that adequate wisdom accompanies those words. And I’m particularly concerned with the condescending attitude of the advocates toward those who question if seeding is practical or fair for MHSAA tournaments.
Before seeding is adopted for additional MHSAA tournaments (and it appears ice hockey is on the fastest track), there are many practical questions to address for each sport, including who decides, how they decide and when they decide. Seeding in school sports is a much more difficult task than it is at higher levels where there are many fewer teams operating in much less diverse settings.
Any successful proposal for seeding in school sports must be able to give an informed “No” to these questions:
- Will the plan cause the “rich to get richer,” the successful to be even more successful?
- Will the plan add fuel to the public vs. nonpublic school discord?
- Will the plan create additional travel expenses for schools and loss of classroom instructional time for students?
Furthermore, any successful seeding plan must also provide an informed “Yes” to these questions:
- Will the plan promote the tournament among schools, media and the public?
- Will the plan increase tournament attendance?
And it is of most importance that every advocate of seeding acknowledge that opponents of seeding pose the right questions when they ask:
- Is it fair and is it right to ease the tournament trail for teams based on their regular season performance?
- Is a brand new start in the postseason bad, and if so, by what educational criteria?
When people boast that “the seeds held” in the NCAA basketball tournament or in our own MHSAA Tennis Tournament, we have to admit that this is exactly what ought to have happened when we gave the top seeds the easiest road to the trophy.
It is not wrong to question if that’s the right thing to do.