As FIFA's global sponsors work to maximize their brand engagement prior to next week's World Cup, host country Brazil and 2022 host Qatar struggle to overcome negative press and poorly-planned branding strategies.

When Coca-Cola's marketers began plotting efforts around this summer's World Cup in Brazil, there was no question a musical anthem would be key to the effort. Four years ago, the company first experimented with the creation of a song tied to World Cup. The remix of K'Naan's "Wavin' Flag" served to weave together campaign elements and gave the marketer a way to tap into local markets. Twenty-four local versions of the song were created, with local artists singing in their respective languages. 

If you are a soccer fan, you will not want to miss the FIFA World Cup™ Trophy Tour by Coca-Cola event at the U.S. Department of State in Washington, D.C. on Monday, April 14, 2014.  During its 267-day duration, the World Cup™ Trophy Tour will visit nearly 90 countries, including the United States, and will give the public an opportunity to see what is arguably the world's most coveted symbol of soccer.

This year’s Super Bowl commercials viewed collectively paint a picture that the vast majority of Americans are progressives on hot button items from immigration to gay rights. Gone were the sexist spots of Super Bowl pasts. Even domain site seller GoDaddy and mens grooming line Axe dropped the Playboy ethos for “Kumbaya” humor. With 30-second commercials going for for $3 million a piece, Madison Avenue minds decided their money is best spent on positive images of men, women, boys and girls that celebrate diversity and equality. From Cheerios to Toyota that is the message that sells.

This year, scenes from popular Egyptian ad campaigns during the Muslim holy month of Ramadan have provided the viewing public with more than just catchy jingles. Their messages carry a motif. Against a backdrop of political instability, deadly violence and rival factions explicitly voicing their differences, Egypt’s top TV Ramadan advertisers are attempting to encourage social integration in the country.

A new, three-minute ad by Coca-Cola, “Small World Machines,” starts with a relatively straightforward premise: India and Pakistan do not get along so well. It ends with the promise of peace: “Togetherness, humanity, this is what we all want, more and more exchange,” a woman, either Indian or Pakistani, narrates as the music swells. Sounds great. How do we get there? By buying Coke, of course.