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.
Hall of Fame Heritage
April 29, 2014
Here are two little known facts. The chair of the first-ever high school level swimming & diving rules committee was Allen W. Bush, the MHSAA’s second full-time executive director. And yours truly, the MHSAA’s fourth full-time executive director, was the editor of the committee’s first rule book published by the National Federation of State High School Associations (NFHS).
This connection to the sport of swimming & diving early in my career has caused me to keep track of some of the sport’s key personnel, including Dave Robertson (IL), Dennis McGinly (PA), Dick Hannula (WA) and Glenn Kaye (FL) who all served on the first NFHS committee and are now in the National Interscholastic Swimming Coaches Association (NISCA) Hall of Fame.
Last month in Austin, Texas, NISCA inducted Ann Arbor-Pioneer’s legendary coach Dennis Hill into its Hall of Fame. Dennis coached boys swimming & diving for 45 years and girls swimming & diving for 38 years at Pioneer. He did so with both grace and great success, and it saddens me to learn that this gentleman has announced his well-deserved retirement.
Dennis was preceded into NISCA’s Hall of Fame by Michigan coaches G. Robert Mowerson (1975-Battle Creek), Willard Cooley (1980-Jackson), C. William Brandell (1984-Battle Creek-Lakeview), William Reaume (1988-Detroit-Denby), William Laury (1989-Detroit-Cody), Michael Lane (1998-Bloomfield Hills-Andover), and Richard Edwards (2010-Lansing-Eastern).
It’s people like these who have made and maintained Michigan’s excellent reputation among school-based swimming & diving programs across the US, overcoming the early efforts of the first wet-behind-the-ears rule book editor.