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.
Counting On Officials
August 26, 2014
In addition, a half dozen local officials associations have developed programs that regularly support their closest CMN facility. For example:
- The Metro Detroit Officials Association sponsors the Referees for Reading Program at Beaumont where monies raised help fund a pediatric ward book cart which is replenished annually with new titles for patients and parents to enjoy. The MDOA has sent its members to the pediatric unit to read to young patients. This year, the Eighth Annual MDOA Officials for Kids Golf Outing was held in Livonia, benefiting Beaumont Children’s Hospital and the reading program.
- The West Michigan Officials Association has included Officials for Kids in its annual community service initiatives for several years, assisting with a Helen DeVos Children’s Hospital event for visually impaired pediatric patients in Grand Rapids.
- The West Michigan Volleyball Officials Association has used the proceeds of an annual volleyball invitational it hosts to support Officials for Kids.
- Several associations, including the Capital Area Officials Association this spring, have sponsored a “Give-A-Game” event during the season where all officials on the same day contribute their game fees to Officials for Kids.
People can say what they want about sports officials. For my part, if my car breaks down anywhere in Michigan and I’m in need of quick assistance, I’ll check my officials directory. I know there will be an official nearby that I can count on.