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 Different Play for Football?
April 30, 2013
Football is an original high school sport. It is one of the first sports sponsored that was by schools even before the MHSAA existed as an organization.
Because football started in schools, not communities, football has been the high school sport least affected by non-school sports programs. Until now.
Non-school seven-on-seven football threatens interscholastic football. Commercialized seven-on-seven football threatens to do to interscholastic football what AAU types have done to basketball, and other entities have done to volleyball, soccer and other school sports.
A national committee was convened last year to address seven-on-seven football. It recognized problems but could only wring its hands regarding solutions.
I’d like to see the MHSAA convene representatives of the Michigan High School Football Coaches Association and the Michigan Interscholastic Athletic Administrators Association to mine for more meaningful responses in Michigan.
A limited number of days of seven-on-seven football involving school coaches and their students is already permissible during the summer. If more days were allowed in the summer under tightly controlled circumstances (read “non-commercial”), would this tend to improve the environment of seven-on-seven football? Would it also help to allow a few days of seven-on-seven football practice and play in the spring? Or would that hurt the spring sports programs of schools?
Can we learn from what happened in non-school basketball and discern a different game plan for non-school football if we now respond differently (and more quickly!) for football than we did for basketball 20-30 years ago?