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.
Hit Again
April 1, 2013
Education reform needs a Mulligan. A do-over. The opportunity to go back to “Go” and start over. For example . . .
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Back to a time before the attack on neighborhood schools closed those schools and contributed to neighborhood collapse and community disconnect.
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Before suburban schools were allowed to prey on and profit from an urban school’s misfortunes.
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Before large buses lumbered down narrow residential lanes to transport our littlest learners from the shadow of their local school to another across town, where all the other littlest students were gathered for more “cost-effective” education.
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Before schools shuffled off low-achieving students to alternative schools in order to elevate their ranking on standardized test scores.
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Before teachers based their lessons more on test preparation than learning.
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Before education re-segregated through specialized charter schools with non-inclusive curricula.
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Before public schools were barred from beginning their instructional days before Labor Day, or whenever their community thought it best for the education of its students.
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Back to a time when pedagogy more than politics planned and delivered education.
Let’s tee it up and hit again.