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.
Shortsighted Reform
April 16, 2013
Our posting of March 29 (“Hit Again”), about the mistakes being made in the guise of reforming education, struck a nerve with readers. And since then, writers with wider audiences have offered similar commentaries, including DeWayne Wickham writing for Gannett as his words appeared on LSJ.com on April 3, 2013:
“The fight against public school closings has become the new civil rights battle in this country – and rightfully so. Faced with a billion dollar budget deficit, Chicago’s public school system is the most recent urban district to announce a massive closure of schools. The city intends to shutter 61 elementary buildings, nearly all of them in black and Hispanic neighborhoods.
“That’s a penny-wise-and-pound-foolish decision that condemns the neighborhoods surrounding these soon-to-be-boarded-up schools to further decline. ‘We have resources that are spread much too thin,’ Todd Babbitz, the chief transformation officer (no kidding that’s his title) of Chicago’s troubled school system, told the Chicago Tribune. Over the next decade, school officials predict that these closings will save the school system $560 million. But first the city will have to spend $233 million to move students into classrooms elsewhere.
“Even if the school closings actually produce savings, the damage they will produce to the neighborhoods left without public schools will be catastrophic. While poverty and crime have decimated the population of many inner city neighborhoods, shutting down schools in those troubled areas will depopulate them even faster. The result will be a growing expanse of urban wastelands that could well deepen the budget deficits of the cities that are closing public schools.
“Politicians and school officials must be challenged to justify their school closing decision beyond the deal making of Chicago’s City Council. The U.S. Department of Education’s civil rights division is investigating complaints that claim the decisions of several urban school districts amount to a civil rights violation. If the school closings don’t violate the letter of the law, they sure seem to trample upon its spirit. For example, officials in Chicago and elsewhere should turn these school buildings into hubs for nonprofit organizations and other public services. Why not use the empty space to house police substatations, public health clinics, recreation centers and a mayor’s station?
“School systems in Philadelphia, Washington, D.C., Detroit and Newark have announced plans to close public schools, and in every case blacks and Hispanics will bear the biggest burden of these cost-cutting measures. These decisions signal an indifference to the damage such policy decisions will have on the neighborhoods.
“‘If we don’t make these changes, we haven’t lived up to our responsibility as adults to the children of the city of Chicago,’ Mayor Rahm Emanuel said. That’s a pretty shortsighted analysis of a problem that will render large swaths of Chicago’s black and Hispanic neighborhoods uninhabitable education wastelands.”