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.
Attending to Football
November 29, 2013
The interscholastic football season comes to an end this weekend with the MHSAA Finals at Ford Field, but the most talked about sport in high schools today will continue to make headlines for many months into the future.
Some of the headlines will introduce topics that are merely footnotes compared to what is really most important, that being the efforts to keep school-sponsored football the safest and sanest brand of football in America.
At the center of these efforts has been a task force appointed by the MHSAA to work throughout 2013 to advance these two objectives: “To promote the value of interscholastic football and to probe for ways to make the sport safer in Michigan.”
The tangible results of the task force’s four meetings are these:
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- A proposal to the MHSAA Representative Council to revise football practice policies to improve acclimatization of players and to reduce head trauma. The proposal goes to the Representative Council Dec. 6 for discussion, then to the Michigan High School Football Coaches Association and MHSAA Football Committee in January and to the MHSAA League/Conference meeting in February, before returning to the Representative Council for action on March 22.
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Three proposals to the NFHS Football Rules Committee to modify playing rules to promote player safety.
- A variety of print, online and broadcast promotions on behalf of the value of interscholastic football and its safety record and to encourage healthier out-of-season activities by students in all sports.
MHSAA research informs us that participation in 11- or 8-player football in member high schools this fall was down 3.0 percent compared to 2012, and down 7.63 percent since the 2008 season. The biggest reasons cited by those surveyed are, in declining order, safety issues, declining enrollment, athletes playing other school or non-school sports, cultural changes and pay-to-participate.
It is important to note that participation is not declining everywhere, not even everywhere where enrollments are down and participation fees are up. It is important to note also that some other sports are in much greater decline than football in terms of high school participation.
It is difficult for me to imagine my life without football as a part of it. It’s difficult to imagine schools and communities without football. I very much doubt that the absence of football would have improved my life or the schools and communities I’ve been a part of. It’s a sport that needs our attention, not its extinction.