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.
Failing Boys
July 9, 2012
In the autumn of 2002, I included the following statement in a longer editorial in the MHSAA Bulletin:
“Year after year I go to league and conference scholar-athlete awards banquets and see girls outnumber boys by wide margins: 54 girls to 33 boys honored at a March event in mid-Michigan is typical of what has occurred many places over many years.
“Year after year, I attend senior honors programs and see girls outnumber boys: 147 awards to girls versus 70 awards to boys honored at a May event in mid-Michigan is typical.
“Look at these figures from the National Federation of State High School Associations:
• “68.3% of vocal music participants are girls.
• 66.4% of participants in group interpretation speech activities are girls.
• 63.3% of participants in individual speech events are girls.
• 62.7% of orchestra members are girls.
• 61% of dramatics participants are girls.”
Nothing since that time has changed my opinion that schools and society at large are expecting far too little of boys. It’s as if boys get a free pass from high expectations if they do sports and don’t do drugs. Far too little is asked of far too many of our male students.
Now add this to the story: There is a growing body of research that supports the premise that while high school sports participation is great for girls, it’s actually bad for high school boys. Bad because it leads to lower participation in non-athletic activities, lower achievement in the classroom, and lower scores on measures of personal conduct and character than their female counterparts.
Males are dropping out of high schools at higher rates and enrolling in colleges at lower rates than females. They’re abusing drugs at higher rates than females, and males are committing both violent and petty crimes at much higher rates than females. Could much of this be linked to the low expectations we have for high school students? Isn’t it time for organized advocacy on behalf of boys?