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.
Rethinking Spring
May 5, 2014
Those states that conduct high school softball in the fall of the year or conduct high school baseball during the summer months may be laughing at our attempts to force these summer games into the least hospitable season of all for school sports: spring.
After an extra-long winter, there has needed to be extra attention during early season baseball practices and games to assure that throwing arms have been brought gradually into condition for the rigors of a year that is likely to compress a full schedule of games into a shortened playing season.
While baseball pitchers continue to be protected during games by a rule that does not allow a student to pitch for two calendar days that follow the day when he pitched his 30th out, no other players are similarly restricted, nor are there any rules that apply to any players during practices, or to softball.
Meanwhile, Major League Baseball recently reported an increase in elbow injuries among its players. Some commentators, both inside MLB and out, were quick to suggest that at least part of the blame is that pitchers are throwing harder than ever, doing so on a year-round basis, and starting at an earlier age.
It could be, then, that long winters are not such a bad thing, provided we’re patient when spring finally arrives, and use common sense for all players all season long, in both practices and games.
We look forward to the culmination of this year’s reluctant spring when the MHSAA hosts the Semifinals and Finals of both baseball and softball at a new venue, Michigan State University. Hope you’ll join us June 12-14.