Logo

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 Thoughts

December 9, 2014

The 2014 MHSAA Update Meeting Opinion Poll asked for constituent attitudes about two ideas for seeding MHSAA tournaments; and each idea received support from approximately two-thirds of more than 500 survey respondents.

The slightly more popular idea is to seed at the highest level of team tournaments where all finalists are gathered in one place, as we do at present for the MHSAA Team Wrestling Tournament.

Nearly as popular is the idea to seed at the lowest or entry level of team tournaments, placing the best two teams of each of the geography-based entry level tournaments (usually the District level, sometimes the Regional level) on the top and bottom lines of the tournament bracket, followed by a blind draw to fill the other bracket lines.

There is nothing inherently good or bad about seeding. It’s possible that seeding is good for one sport, but not another. If it can be done without too much controversy and if it has the potential to increase crowds without increasing travel costs for schools and the MHSAA, then seeding may make sense.

The constituents involved in one sport may see value in seeding, while those in another sport may not. Different decisions have been made in boys lacrosse and girls lacrosse; the same may occur in softball vs. baseball, for example.

The route to seeding is through the MHSAA Classification Committee for general review and through each respective sport committee for detailed analysis and development of specific proposals to the Representative Council.