Major League Soccer brand unity

Not to put too fine a point on the recent crappy marketing tactics by Houston and Vancouver, but I think this article by Jim Stengel is relevant to the tactics being employed:

One very interesting, and controversial issue, emerged from the discussions: how did Simon and Unilever feel about the juxtaposition of Dove's Brand Ideal of improving women's self esteem with Axe/Lynx's Ideal of helping geeky guys get the girl, with a "tongue-in-cheek" sexist portrayal of girls?