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.
Silence is Golden
July 2, 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 Oct. 22, 2010.
A minor repair to a vocal cord forced me into 48 hours of silence recently. I rather enjoyed it and, frankly, was a little sorry to see it end.
You see, when you can’t talk, you’re forced to listen; and when you can’t talk, you’re more inclined to think. Not “think before you speak,” just think.
I’ll spare you the time spent counting my many blessings, as well as the time worrying about a few family matters. But I’ll share with you some thoughts I had about our common ground, that is, school-sponsored sports in Michigan.
I believe the future of school sports hangs in the balance of how we respond to the financial pressures local programs now experience. It worries me that too many responses are putting local programs on a course that will fundamentally and forever knock school sports off the course of educational athletics.
- We are mistaken if we believe a $225 participation fee to play JV tennis doesn’t change the nature of JV tennis.
- We are mistaken if we believe that a competitive athletic program, with high emotion and risk of injury, can be administered by inexperienced or part-time athletic administrators without clerical and event supervision assistance.
- We are mistaken if we believe that we can operate educational athletics without our coaches involved in ongoing education regarding the best practices of working with adolescents.
It isn’t educational athletics if the program does not promote broad and deep participation and does not have expert leadership and coaching.
That is what I thought about. And what I intend to speak about.