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.
Do The Opposite
July 15, 2013
During the summer weeks, "From the Director" will bring to you some of our favorite entries from previous years. Today's blog first appeared Aug. 12, 2011.
In Borrowing Brilliance, author David Kord Murray suggests that some of the brightest, most creative ideas emerge by doing the opposite of what your closest competition is doing.
So when I see school sports in some ways adopting over-hyped and commercialized traits of major college and professional sports or in more ways drifting toward behaviors of non-school youth sports, I sense an absence of creative thinking and doing by the folks in charge.
This wouldn’t worry me if I didn’t foresee that when school sports become too much like non-school sports, folks will begin to earnestly question why schools are spending severely limited time and money duplicating non-school programs.
Which will cause schools to drop those programs – first at subvarsity levels, as is already occurring, and then at all levels.
Which will cause schools to lose what has been well documented to be a great motivator for improving student attendance and grade-point averages and reducing student discipline problems and dropout rates.
It is almost to the point where if I see non-school sports do one thing, I recommend school programs do the opposite.
- Make athletes pay to play?
- Schools should do the opposite!
- Make athletes transport themselves to events?
- Schools should do the opposite!
- Schedule lots of games and little practice?
- Schools should do the opposite!
- Schedule long-distance travel and national-scope events?
- Schools should do the opposite!
- Focus on individuals more than teams?
- Schools should do the opposite!
In anything and almost everything, in large matters or small, schools should tend toward the opposite of what they observe in much of non-school sports. It will likely be better for the student-athletes and tend to preserve the niche school sports has long enjoyed in the world of sports.