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.
Bowl Games Are Bad
October 6, 2014
A misguided marketing firm is trying again, this time attempting to bribe schools and state high school associations to bend or break their rules. A national media chain is trumpeting the plan to give some legs to its foolish national rankings. So there is some buzz about the plan, but no brains.
At a time when concerns rage for excessive head contact and concussions in football, no responsible party would for a single second think seriously about adding more football practices or games for school-age players.
Well before late December, high school football has ended, and winter sports are well underway with practices and competition that are far more important than several more weeks of practice and another game of football.
How could we ever allow one team to have an extra month more of football practice than all others? How is that fair to all the other football teams?
The answer is that it’s not fair to the football programs of other schools; it’s not fair to the other sports at the school involved; and it’s not healthy for the football players involved.