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.
Newcomer Wisdom
November 20, 2012
A group I work with in my spare time, the Refugee Development Center, sponsored a team in a local youth soccer league. Appropriately, the team’s nickname is “Newcomers.”
It took the team most of the season to score a goal; and it was in its final game of the season that the team earned its first victory.
After one game, I was enlisted to transport three players to their residences. All three were Napali. I used this time to ask their opinions about the education they were receiving in the local public school.
They had no objection to the content of the courses, but criticized the conduct of their classmates. They cited a lack of respect for teachers, and a lack of discipline. They had experienced the discipline of the stick in their homeland, and believed it would be helpful to classrooms in the US.
These young newcomers also noted that their instructional day in Nepal was almost two hours longer, plus they were in school a half-day on Saturdays.
From this conversation I was once again impressed that much of what has been done in attempts to improve public education has overlooked the obvious: stronger discipline and longer days. Most of what we do in US public education is the envy of the world. What people from other countries wonder about is the lack of discipline and time on task.
Empowering and supporting teachers’ discipline and increasing the length of the school day and year are not sexy solutions to what ails public education. They are just simpler answers mostly overlooked.