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.
Mixed Messages
November 27, 2013
One of the very few enjoyable aspects of waiting in an airport is the guiltless time it allows me to visit its bookstores and page slowly through some of the old classics I vaguely remember and the new releases I can’t wait to read.
Two months ago in one of the terminals of Sky Harbor Airport in Phoenix, my attention went quickly to a prominent display of books about football. Five titles were mostly critical of the game, focusing on the sport at the major college and professional levels. Down at the bottom of the display was one title that addressed the positive value of football to students, schools and communities.
One month ago, while I was eating breakfast, the television news reported on the results of new research about youth concussions. While the narration mentioned multiple sports, the video was mostly of football. I saw that story repeated on another television channel that evening. I wondered, how many times on how many channels did how many people get this gift of the latest youth concussion statistics for all sports presented in football-only wrapping paper?
The public is getting mixed messages about school-sponsored football. The problem of college and professional football is not the problem of school-sponsored football. And what problems of head trauma that do exist in school sports are not exclusively problems of football.
In fact, school-sponsored football has never been freer of serious injury than it is today – that’s true whether we are talking about heads, necks, knees or nicks. It’s the result of the most careful and cautious rules making, coaching and officiating ever. And it’s safer – not less so – as we ever more quickly assess and refer injuries to ever more educated and capable health care professionals.