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.
Dad's Day
April 23, 2012
Today is my father’s 92nd birthday.
Until my wife replaced Dad as my best friend, he doubled as both my best friend and father.
Dad has been inducted into 13 halls of fame nationally, and in Iowa where he was a two-time undefeated state high school wrestling champion, and in Wisconsin where he was a two-time Big Ten wrestling champion for the Badgers before a stellar career as high school and college coach, especially in football and wrestling. All that before his 29½ year tenure as executive director of the Wisconsin Interscholastic Athletic Association.
For two decades Dad chaired the national high school wrestling rules committee, and he traveled nationwide to conduct wrestling rules meetings for coaches and officials in states where local expertise in the sport had not yet developed. It is not a stretch to call him the father of high school wrestling. Certainly no person had greater influence than he during the sport’s formative years on the high school level.
And no person had more influence over my formative years.
So it is becoming increasingly painful to observe my father falter, as all people do who live as long as he has. Simple tasks require an increasing amount of assistance; significant talks fill a decreasing amount of our time. It is agonizing to one who has adored him.
When Dad served the WIAA, his sharp mind and strong voice would make him a top choice to address the toughest topics at National Federation meetings. He received the National Federation’s Award of Merit and is a member of its Hall of Fame.
But perhaps the most meaningful memory I have of Dad’s professional life occurred at his retirement event in late 1985 when the person representing the state’s coaches said this: “John. We may not have agreed with your every decision, but we never once questioned your motives.” There can be no higher praise.