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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.

More Than A Myth

September 5, 2014

Without a sure sense of what the outcome should be, we are engaging school administrators and others in a year-long discussion of possible revisions in out-of-season coaching rules.

We know that we would like the outcome to be simpler rules that are easier to understand and enforce; and that we would like to permit coaches to spend more time with student-athletes out of season; and that we want none of this to make coaches feel like they must coach one sport year-round to be successful or make student-athletes feel like they must play a single sport year-round just to make the team.

If there is a policy that can accomplish the good that we hope for and avoid the bad that we fear, we haven’t yet found it or developed it.

There is a temptation to characterize the multi-sport athlete as an anachronism or myth of modern school sports. However, the multi-sport athlete remains the backbone of interscholastic athletic programs in Class C and D schools.

And the multi-sport athlete still appears to be the ideal athlete, regardless of school size. It is an instructive reminder, I think, that the Lansing State Journal named a three-sport star from Ithaca as its high school male athlete of the year for 2013-14, and it was a four-sport athlete from Eaton Rapids who was named the high school female athlete of the year.

Following my presentation to coaches, student-athletes and parents at Jonesville High School last month, a student approached me to offer thanks for our sponsoring bowling. Jonesville won the MHSAA’s 2014 Division 4 Boys Bowling championship; and the young man who thanked me participates in football, bowling and baseball for his school, representing in my mind the kind of student we should strive the hardest to serve as we develop, revisit and revise policies and programs.