Insights from a Branding Expert
Young Ugandan marketers looking to expand their reach internationally were given valuable advice by Catherine Mulanghi, the MTN Uganda Brand Manager. During a keynote speech at Makerere University Business School’s marketing roundtable in Kampala, she emphasized the importance of leveraging personal identity to build strong professional brands that can compete globally.
Mulanghi, who has managed some of Uganda’s leading brands such as Mulwana Companies, which includes Uganda Batteries, Jesa, and Nice House of Plastics, Movit, and now MTN Uganda, shared her insights on building successful brands. She highlighted the need for entrepreneurs to invest in research and streamline their distribution chains. According to her, aiming to reach the last mile customer is crucial for expanding market presence and standing out in a competitive environment.
One of the key advantages local firms have is their deep understanding of consumer behavior and cultural nuances, an area where multinational competitors often struggle. Mulanghi urged businesses seeking international expansion to pay close attention to cultural and regulatory environments, protect their intellectual property, and remain authentic while scaling up.
Her speech was not only filled with practical lessons but also moments of self-reflection. She recalled how conducting market research early in her career helped her identify trends and insights, setting her on the path to corporate leadership. “Formal education opens the first few doors,” she said. “But what keeps you moving forward is continuous learning and strategic risk-taking.”
Mulanghi shared a personal story about facing instability in West Nile near the Uganda-Congo border while meeting traders and potential partners. Despite the unrest, she continued her journey, traveling through the Kyanika border between Uganda and Rwanda before reaching the Bunagana border with Congo, where she successfully closed sales. This experience reinforced a critical lesson: “What got you here won’t sustain you here. Even brands must evolve to stay relevant.”
She encouraged young professionals to embrace social media, influencer partnerships, and e-commerce platforms to reach international audiences while staying flexible to changing consumer preferences. “Opportunity comes to those who are prepared,” she said. “How you show up matters, your posture, your answers, your research.”
Mulanghi emphasized that success in the modern marketplace is a game of attention. She urged university students to distinguish themselves by strengthening both their personal and professional brands, focusing on their strengths to build trust and credibility.
MTN takes pride in supporting young people at the grassroots level, offering products like MTN Pulse, which all university students should be part of, and youth empowerment programs like MTN Changemakers that are transforming lives. She encouraged students to take part, adding, “MTN not only creates platforms but also opportunities for you to showcase your talent and amplify your craft.”
Mulanghi draws inspiration from the MTN CEO Book Club, where executives recently reviewedAtomic Habitsby James Clear andGood to Greatby Jim Collins. Both works emphasize how small, consistent actions compound into long-term success. “Once you set your goal, don’t sit and wait for graduation day,” she advised. “Keep turning your flywheel. Those atomic habits, done daily, build lasting results.” She added, “Even if it means taking a moment in your busy schedule to connect with your Creator, do it consistently; it will yield results.”
The four-hour session, organized by the Marketing Students Association and the Department of Media Studies, aimed to bridge the gap between academic theory and market practice in Uganda’s growing marketing sector. Mulanghi commended the leadership of Makerere University Business School, represented by the Dean of the Faculty of Marketing, Mr. Esemu Timothy, and the Students Association President, Ms. Amme Patience Esther, along with other student leaders, for organizing what she described as “an auspicious forum that inspires positive change among the next generation of leaders.”
For many in attendance, Mulanghi’s journey was both a branding masterclass and a personal challenge. Quoting leadership expert John Maxwell, she told the students, “You are the average of five.” She added, “Today you’re rubbing shoulders with industry experts here, so use the stories and learnings to create a better version of you.”