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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.

Ready for Some Football

August 12, 2014

How seriously should we take public criticism of tackle football when that public promotes boxing or cage fighting? Or how seriously should we take public criticism of football played with helmets when that public allows motorcyclists to ride without any helmets at all?

This fickle if not hypocritical focus on football deserves to be exposed. 

However, and more importantly, this does not reduce our obligation to rise above the obvious questions of fair and balanced criticism and keep pressing for a safer environment for schools’ most popular participation sport.

In Michigan this has led to new limitations on head-to-head contact in football practices that began for more than 600 high schools this week. Specifically, no team or individual may participate in more than one collision practice per day before the first game, and no more than two collision practices per week after the first game.

The new policies promote instruction in proper blocking and tackling technique. It is full speed head-to-head contact that is further reduced, not full speed shoulder contact with sleds, shields and dummies nor slow speed contact between players.

Last month, and perhaps two years too late to be helpful, the National Federation of State High School Associations hosted a high-profile, high-powered summit to discuss practice policies of the kind that we developed, debated and adopted during the past school year to be ready for this 2014 season.