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.
We’ve Got This Right
March 1, 2013
This year's Super Bowl was an occasion for an unusual amount of commentary on the state of football safety, especially concussions.
One group called on state high school associations and football coaches associations to eliminate contact outside the defined interscholastic season. That would mean spring football practice, and during summer leagues and camps, and at all-star games.
Michigan is one of a large majority of states where schools do not allow spring football practice. Michigan is one of a minority of states where schools do not allow contact at summer camps, for which we are often criticized by out-of-state camp promoters. And Michigan is one of a smaller minority of states where schools prohibit students, coaches, officials and administrators from being involved in all-star games involving undergraduates.
While we are well ahead of the curve on out-of-season contact policies, we are in the mainstream of state high school associations studying what the appropriate limits should be on contact during early season football practice and throughout the remainder of the season. We have a task force that appears headed toward recommending that the Representative Council prescribe only one contact session per day during early season practice and only two contact practices per week after games begin.
There will be other ideas percolating and then simmering with these before any are proposed to the MHSAA Football Committee and Representative Council.