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.
Youth Should be Served
December 26, 2013
A half-century ago, youth sports were not well organized. Children directed most of their own games, playing each sport in its season, moving from touch football in the side yard to basketball in the driveway to baseball in the vacant lot where an apartment building now stands. They walked or rode their bikes to the venues, they brought their own equipment, they chose up sides and they agreed upon the playing rules and ground rules.
Even if young people played on a community team, they spent more time in pickup games on makeshift fields, courts and diamonds than they did in uniforms at the groomed settings of the formal youth league games.
Gradually, the leagues multiplied and the ability groupings stratified. Elite teams were created consisting of the more talented kids, who were really just more mature for their age; and they were provided with the most games, the longest trips and the largest trophies. It didn’t take long for the other players to feel second class and to drop out of one sport or all sports. In time, even some of the “good” players succumbed to overuse injuries and emotional burnout.
By the time most students reached the earliest grades for school sports, many had already found different ways to spend their time. It is often cited and well-documented that, today, 80 to 90 percent of all youth who ever started playing organized sports have stopped doing so by age 13. Before high school.
So it occurs to me that school districts should have both altruistic and selfish reasons to rethink their approach to junior high/middle school sports, which is now to engage students too late and offer them too little. Schools might be able to provide a better experience for the youngsters and create an earlier and stronger relationship with the philosophies of educational athletics at the junior high/middle school level, and that ultimately will strengthen high school athletic programs.
This pursuit will take great care in order to assure that schools themselves do not make the same mistakes we have seen in overzealous youth sports programs. We will have to find the balance where multi-sport experiences are encouraged so middle school students can experiment with new sports and discover what they might really like and be good at, while at the same time provide enough additional contests that interscholastic programs are a more attractive option than non-school programs that may always allow more contests than school people will allow within an educational setting.