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.
Long-Term Effects?
November 4, 2014
A recent report of NBC News has raised concern for the possibility that prolonged exposure to one of the latest versions of artificial turf might contribute to the chances that a person will contract some forms of cancer. This came as cruel irony to many who have raised funds for and installed the latest facilities that were intended to be much healthier both for participants and our environment.
It is reported that the millions of old tires that have been diverted from landfills and then ground up and spread to soften artificial playing surfaces may release elements that contribute to disease for those who spend enough time on those surfaces. Touted to be softer and protect participants from joint injuries and concussions, and advertised to promote a healthier environment by recycling old tires and avoiding the need to constantly fertilize and water natural grass fields, it’s now being suggested that this artificial product may be the less healthy alternative for participants and the environment.
As of this writing, the health benefits of current generation artificial turf are well documented, while the health risks are unproven – there is anecdotal evidence, for example, that soccer goalies who have spent many hours per week for many years diving and rolling on the new turf may have ingested unhealthy levels of the tiny black rubber pellets that give the artificial turf its soft “natural” feel.
Nevertheless, this situation is a humbling reminder of how difficult it is to assess all of the unintended consequences in the future of our actions in the present. How might a product that solves many obvious problems be anticipated to have a link to a hidden illness many years later? How might a person who plays a single sport many hours each day all year long anticipate the overuse injuries or other illnesses that such an obsession or devotion might cause?
The questions being raised about the long-term effects of long-term interaction with today’s artificial turf remind us once again to seek moderation in how much we do of any one thing and to seek humility when we think we’ve accomplished something. One seldom can be certain of what is good for us and what is not; and sometimes even the long view of things is not long enough to know.