Archive for March, 2013


How telling a story about your brand can help you connect with customers.

A story is more engaging than a tagline. When you are trying to reach prospective customers, tell a story that they can connect with your event and personalities. This can be the story of your company or the story of your customers. Regardless of what the story is about, make it engaging.

First, determine who the characters are going to be in your story. Is it your company’s founder, one of your customers, or one of your employees? Once you have your main character, determine the plot. If you are telling the story of one of your customers, the plot can be how the product or service has benefited them. How has your product improved their life? Is there a challenge that it helped them overcome? Or tell the story of how your company was founded. What motivated your founder to start the business? What does the history of your company say about its values or current way of operating? If you are telling the story of an employee, describe how they contribute to the company and why their role is important.

Whatever the story, make sure it is something that will resonate with consumers so that they want to make themselves part of the same story. That is the ultimate goal. You want your prospective customers to hear or read the story and feel a stronger connection to your company as a result. By telling a story, you are humanizing your company. A good story can make consumers root for you and feel invested in your success. This not only encourages them to purchase from you, but increases their loyalty to your brand.


Dear Bobby,

When you addressed sports journalists this week, among the points you gave was ‘’African teams don’t win away from home.’’ I would like to say that the reason why a national team would leave local coached for a foreign coach is to improve from not winning away from home to winning away from home.

There are many coaches like the late Paul Hasule who worked very hard to get Uganda Cranes to the African Nations Cup, a competition where we last participated in 1978. Now Ugandans must be a patience people, but I think I will give my opinion on the matter.

My friend Bobby, it is disrespecting for you to tell us that you went to Monrovia – Liberia well knowing that we couldn’t win and it is amazing to know what kind of inspiration you do impart to our national players. It is time for you to be considering telling us your plans after being defeated by Kenya and Zambia at home, where you think that we can easily win but we didn’t things were normal in your perspective.

It is such unprofessional for a man like you to say that Uganda or any African team cannot win from home so why have we even failed to qualify from home since you are sure that we can easily win from home.

Just like a visitor who has overstayed their welcome, your statements are rather disappointing, annoying and unfortunate for the football fans in Uganda. Recently I thought that when I wrote that it is time that we start from a fresh page, people would understand what I meant, but the truth is you were in the equation yourself I have been following you since the day you started working as the Uganda Cranes coach. I think that you don’t have the powers of a coach who would be in charge of spotting the players and summoning them for national duty. And indeed this is where we want to be heading as a country we want to start afresh with a coach who will grow football in Uganda.

My friend Bobby, I think it is time you accept that the mission that brought you here will never come to pass and for your information whatever you have won, we won all of them with the local coaches so I don’t actually see much of your success for our national team.

I know you have worked in a difficult environment of men that are about getting the money rather than growing the sport but still as a coach, you have presided over personal wars from the federation to the national teams and that has broken the spirit of many of our players hence voluntarily leaving the national team.

Bobby, it is time for you to pack and go home or find another place to offer your services.


Shawn Mubiru.

208498_184287101616886_2681682_nOne day i went to meet the CEO of FUFA Mr. Edgar Watson for a chat about Corporate Sponsorship and marketing the beautiful game of football.

When i reached at FUFA House as the headquarter of the game of football, i expected to find people busy discussing business but i was shocked to see men and women eating Katogo and seated on top of their desks something that means that there is no work to be done but a place to hang out. What shocked me was finding dirty chaps speaking loudly on top of their voices, playing Ludo and this indeed proved how much work was not at Mengo FUFA House.

The game of football has evolved from that game played and managed by non-school going chaps, but it is now an elite game that is won physically, skillfully, scientifically and technically. Mengo – Mulindwa administration seems to be only thinking about one ground and that is physical tactic of winning.

The game of football has created employment world over, a CEO is hired and a team to work with him must be professionals not Radio and TV presenters who have made the loudest voice to promote your agenda in staying around while you are making money and some of the members of your administration enjoying. Professional men and women must be hired to bring results that will grow the game of football so that structures that will help the game grow from grassroots to the national team are put in place.

When Uganda Cranes loses a game, the Mulindwa Administration and Ugandans loose. Things must change both in managing and playing game of football in Uganda and at Mengo or else we will continually go to Namboole Stadium to receive shocks over and over again, while Mulindwa and group count shillings in their cars smiling to the bank.

The game of football must grow and be appreciated by players, administrators and institutions that have nurtured players, but let us not be selfish and stand in the way of progressing the game of football.

The biggest problem in the game of football right now is electing illiterate and no vision delegates that have no program about the game of football in their areas but are available to sleep in nice hotels, get allowances and vote for anything.

We should learn from this experience and many others to shun voting these kinds of delegates for the betterment and growth of the game of football. But before we embark on a journey that will bring a smile on the faces of Ugandans and football players we have to get of the rotten, vision-less administration of Mulindwa out and build structures afresh. This will take some time but after building hope will be with us as we will not continually worry about players and football policies in Uganda.



When the Activists For Change (A4C) called Ugandans to blow Vuvuzelas and Whistles (Drive-ride hoot campaign) as a sign of showing displeasure of bad governance, the government excesses many bought the idea of just blowing those two as a measure to send a message across using a non-violent mean.

But Uganda Police rejected the move and said that they had noted 5 number plates of vehicles that drove and honked in town  (

Turn Around

Kampala suburbs have been attacked by robbers and thieves that have not only taken residents’ properties but some have lost lives. Police is supposed to property all Ugandans’ lives and properties but this has not been done as expected because Dr. Kizza Besigye and many other opposition leaders are watched 24/7 because of their diversity in thinking than the other Ugandans which in turns takes away security from all.

Today Police comes back on their word by asking all Ugandans to blow Vuvuzelas and Whistles inorder to alert the public of a possible theft or robbery. Where does this leave the so called laws the police were quoting to stop Ugandans from informing government on their displeasure on how they were governed?

Now Vuvuzelas and whistles have been qualified as a form of security but I think there are many thieves in Uganda as President Museveni said while in Rwanda. The first class thieves that are stealing tax payers’ monies (OPM, CHOGM, TEMANGALO etc) are the ones that are causing all the other forms of theft.

Many Ugandans have been deprived from social services and good environment where they can work to put bread on their tables and many have resorted to snatching and stealing other people’s properties.

The genesis of the increase in theft around Kampala suburbs has a reason why there is an increase and government should analyze what needs to be done to create more jobs for young people who have not acquired skills to start one.

The problem ofunemployment is indeed a time bomb for this nation and another reason to why there is so much increase in crime. As a nation we should be discussing how to make security for all as a reality and solving the problems that contribute to some of these crimes.

But in the meantime I will go to the shop and get me a Vuvuzela and whistle so that they can provide me with the security that I need in my area.