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.
Marriage Reflections
October 18, 2013
Recently, and for the first time, I drew parallels between marriage and the hiring of staff. It occurred when a gray-haired, ponytailed officiant in the Phoenix foothills exhorted the wedding couple to be “the mirror of their partner’s best values.”
We want our newest staff person to be everything we need and want, immediately filling every hole and completing our wish list. Frankly, that’s impossible.
But, the one thing I am sure we must have and can have is a person who mirrors the MHSAA’s best values – an individual who reflects the core values of school-sponsored, student-centered sports and of the MHSAA on its best days as it serves and supports educational athletics.
And just as it’s not lethally late for a husband in his fifth decade of marriage to work harder to reflect his wife’s best values, neither is it too tardy for veterans of the MHSAA staff to focus on our reflection of the best values of school sports and the organization that has served educational athletics for ten decades.