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.
Football’s Future
March 20, 2012
Many folks, including me, will too often focus on the destination more than the trip. More on results than process. The end more than the means.
This is epidemic in sports, on all levels. There’s so much focus on the postseason that it overshadows the regular season.
In contrast, in educational athletics, we are supposed to hold to the principle that opportunities for teaching and learning are as plentiful, maybe more so, in regular season as in tournaments, at subvarsity levels as at varsity, during practices as during games.
This disease affects football as much as any high school sport. There’s been too much focus on the end of the season – playoffs. Postseason tournaments have been the demise of many great Thanksgiving Day high school football classics across the country. Playoffs continue to ruin rivalries and collapse conferences nationwide.
And, disturbingly, the focus on the end of the season misses what is most wrong with football, and may be most threatening to its future. It’s practice. Specifically, what’s allowed during preseason practice and then at practice throughout the season.
We can predict that, in high school football’s future, two-a-day practices will be fewer, practice hours will be shorter and activities will be different. Among proposals we will be presented (and should seriously consider) will be:
If this all sounds silly or radical, remember that the NCAA and NFL are already making such changes. NFL players face contact in practice on only 14 days during a 17-week regular season. Meanwhile, many high school coaches have kids knocking heads and bruising bodies two to four days a week, all season long. Giving critics the impression that interscholastic football for teens is more brutal than the higher levels of football for grown men. Inviting interference from people who think they know better.
Actually, we know better; and we need to do better. Soon.