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 and Success in Soccer
August 16, 2012
Ralph Polson, president of the National Soccer Coaches Association of America (NSCAA), reports in the July/August 2012 Soccer Journal that there is a strong statistical link between sportsmanship and success in intercollegiate soccer. He cites the work of Tim Lenahan, head men’s coach at Northwestern University, who compiled total fouls, yellow cards and red cards for the 2011 season to create a “Fair Play Rating” (FPR).
Polson reports that 12 of the 20 teams with the top FPR made the NCAA tournament, while only one of the teams in the bottom 20 did. Of course, this is a statistical link, not necessarily cause and effect. But here’s how Mr. Polson concludes his column:
“How should we interpret this data? One direction is toward more disciplined teams. It seems to me the more a culture of sportsmanship and fair play is established, the more likely any team is to demonstrate the consistency needed for success. The data suggests those teams without entrenched standards, with respect to on-field behavior, should anticipate a higher likelihood of failure in today’s highly competitive environment.
“Play within the spirit of the game and more than just a win may be gained; play against the spirit of the game and much more than just a game may be lost.”
Dr. Brian Crossman, chair of the NSCAA Ethics Committee, contributes this to the discussion in the same issue of Soccer Journal:
“A five year study from 2007 to 2011 of almost 4,700 intercollegiate soccer matches in which only one player was red-carded during the match showed a strong likelihood that the player’s team would lose. Teams that had one player red-carded lost 67 percent of the matches, tied 10 percent of the matches and won 23 percent of the matches. In other words, a team that had a player red-carded at any time during the match was three times more likely to lose the match than win it. Taking steps to encourage clean and fair play, and thus to reduce the likelihood of having players ejected, will pay dividends in sportsmanship and should improve your team’s won-loss record.”
For more, go to www.nscaa.com.