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.
BOTF
March 14, 2014
When MHSAA staff asked our Student Advisory Council, “How do we have a sportsmanship program that isn’t boring?,” the answer that emerged was the MHSAA’s Battle of the Fans.
On Feb. 21 we announced the winner of the 3rd Battle of the Fans - Beaverton High School (see related story). But all five finalists, and dozens of applicants, demonstrated that attendance at high school sporting events can become THE thing to do, and it can be done with both great spirit and high standards of sportsmanship.
On Feb. 16 the Student Advisory Council reviewed the finalists’ videos and the reports of site visits by SAC members and MHSAA staff; and I listened to the discussion. Here’s what I discovered they were looking for . . .
- Authenticity and consistency – not just a one-night thing; but spirited, sportsmanlike support all season long, for multiple sports.
- Not only the absence of poor behaviors, but great originality in demonstrating good behaviors.
- Inclusiveness – conducted in ways that invite all kinds of students to be involved, encourage middle school students to learn good sportsmanship and is welcoming to adults as well.
- Change. Which school and community was most changed since getting involved with the BOTF this year or over the past two or three years?
I have said often that we want the BOTF to be great fun. But it’s also intended to make a great positive difference in school sports in Michigan. And it is. Crowds are both much larger and much better behaved where the BOTF has become important. And the positive change in one school/community is helping to change neighboring districts and entire leagues.