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.
See What You Say
July 31, 2012
Edward Morgan Forster is an English novelist who died as I was graduating as an English major at Dartmouth College in 1970.
Like many creative writers, E. M Forster traveled the world; and of his six novels (each of which was made into a film), it is A Passage to India, written in 1924, that was most popular.
He also wrote many short stories, plays, film scripts, essays, literary criticism, two biographies and even a libretto. He was, to say the least, a prolific writer.
The secret of his productivity is probably the genius and tortured soul which drives so many great authors. However, there is one quote from E. M. Forster that may be especially revealing. He said: “How do I know what I think until I see what I say?” He was a writer in order to be a better thinker.
I have neither genius nor a tortured soul; but what has driven me to write throughout my administrative career – and what has kept me blogging twice a week for three full years as of today – is that I cannot be sure what I know – or what I believe and will stand behind – until I can see it in writing and know that it will be read by others. That’s when I begin to know what I really think.