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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.

Football Practice Proposals

June 11, 2013

During 2013, a Football Task Force has been working on revisions to practice policies that might simultaneously improve acclimatization of players and reduce head trauma. Over three meetings, the following four-part recommendation has been developed:

  1. During the first week of practice of the season, only helmets are allowed the first two days, only shoulder pads may be added on the third and fourth days, and full pads may not be worn until the fifth day of team practice.
  2. Before the first regular-season game, schools may not schedule more than one “collision” practice in a day.
    • A “collision” practice is one in which there is live, game-speed, player-vs.-player contact in pads (not walk-throughs).
    • During any additional practice sessions that day, players may wear helmets and other pads (neither is mandatory). Blocking and tackling technique may be taught and practiced. However, contact is limited to players vs. pads, shields, sleds or dummies.
  3. After the first regular-season game, teams may conduct no more than two collision practice days in any week, Monday through Sunday. During other days of practice, players may wear helmets and other protective pads (neither is mandatory). Blocking and tackling technique may be taught and practiced.  However, contact is limited to players vs. pads, shields, sleds or dummies.
  4. No single practice may exceed three hours, and the total practice time for days with multiple practice sessions may not exceed five hours.
    • Warm-up, stretching, speed and agility drills and cool down are all considered part of practice. Neither strength/weight training activities nor classroom sessions are considered practice for the purposes of the three- or five-hour limits.

MHSAA staff will be taking this recommendation on the road from now through October to obtain constituent understanding and feedback. It is the intent of the Task Force to finalize its consensus regarding these matters by late November so they may be reviewed by the Michigan High School Football Coaches Association, the MHSAA Football Committee and at the MHSAA League Leadership meeting prior to Representative Council action in March 2014.