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.
Sportsmanship in our Bones
January 3, 2013
When my younger son was playing soccer – he was seven or eight years old at the time – he tumbled out of bounds and down a little hill. When he climbed back up the slope to the soccer pitch he was covered in burrs.
As he began to delicately remove the prickly burrs, play resumed – except that one player on the opposing team, the player marking my son, stopped to assist my son in removing the prickers. And he continued to help my son until all the burrs were removed. Only then did the two of them rejoin the game, together.
Observing this profoundly shaped my belief that sportsmanship is not dead. It’s not out of date and it’s not out of style. Good sporting behavior is in our bones, in our DNA.
Even before they can pronounce the word, and long before they can define it, kids know what sportsmanship is.
Change the rules in the middle of a game with six, seven or eight year olds – any card game, board game or sports game – and they’ll shout, “Hey, that’s not fair!” We must assure that natural instinct is still demonstrative when they are 16, 17 and 18 year olds.