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.
The End is Near
December 10, 2013
From time to time we are confronted with print or broadcast media reports, or articles in scholarly publications, that criticize schools’ sponsorship of competitive athletic programs. Some authors have gone so far as to predict that the day is coming when schools are forced by the strength of intellectual argument or the shortage of resources to disassociate from competitive sports and to discharge that responsibility to local community groups and private clubs, as is the custom of most other nations.
For 50 years the “end is near” prophecy has been present among our critics. Today the prediction also can be overheard among cash-strapped school administrators, especially if they ascended to leadership without involvement in school sports.
It’s my sense that these dire predictions are not likely to come true for the reasons usually cited – e.g., that the programs dilute focus or divert funds of schools from their core mission. What is more likely is that these predictions will come true because those in charge ignore basic human needs and responses, and they fail to implement programs that meet those needs.
Our response should not be to lower sports’ profile in schools and offer less to students. It should be just the opposite. We should even more boldly proclaim the value of competitive athletic programs; we should provide more sports and levels of teams for high school students; and we should provide junior high/middle school students with more and longer contests, beginning at earlier ages.
We need to go on offense, as my next postings will prescribe.