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.
A Triple Play for Coaches
May 28, 2013
The following resolution was adopted by the Delegate Assembly of the Michigan Association of School Boards last November:
“The Michigan Association of School Boards urges all local school boards to:
“(a) Employ qualified persons as coaches of interscholastic teams.
“(b) Provide in-service training for all coaches, including training in first aid, current CPR certification, proper athletic conditioning, recognition of athletic injuries, recognition of the use of performance enhancing drugs, and the proper way to deal with hazing within the athletic programs of a school. Much of this training is available through MHSAA’s Coaches Advancement Program (CAP).
“(c) Require supervision and evaluation of coaches.
“(d) Make coaches aware of pertinent school policies, rules and regulations and require compliance.
“(e) Encourage coaches to follow the athletic code for coaches in the MHSAA Handbook and include information regarding NCAA eligibility guidelines and requirements.”
During the 2013-14 school year, the MHSAA Representative Council will vote on two proposals that are consistent with this resolution:
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In December, the Council will consider this enhancement to coaches preparation:
By 2015-16, MHSAA member high schools will be required to certify by the designated deadlines that all of their varsity head coaches of high school have a valid (current) CPR certification. Inclusion of AED training is a recommended part of the CPR certification process.
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In March, the Council will consider this enhancement to coaches preparation:
By 2016-17, all individuals hired for the first time as a varsity head coach of a high school team, to begin those coaching duties on or after July 1, 2016, must have completed Level 1 or Level 2 of CAP.
These two measures join the following that the Council approved on May 5:
By 2014-15, high schools must attest prior to established deadlines that all assistant and subvarsity coaches at the high school level have completed annually the same MHSAA rules meeting required of all varsity head coaches or, in the alternative, one of the free online sports safety courses posted on or linked from MHSAA.com and designated to fulfill this requirement.