DON'T BRAND AT YOUR PERIL: The Tragic Tale of a Third-Generation Family Business that is still in first gear.

"Macarena" is a Spanish dance song by Los del Río that could have quickly brought world peace in the 1990s because of its unifying dance. It was so Iconic one Ugandan entrepreneur used it to position his product, a local snack called Kabalagala (Pancakes made from banana and cassava flour). Hajji Macarena as he is popularly known used the song to draw attention to his white Suzuki Samurai and in a dazzling white overcoat, gumboots he demonstrated hygiene and steadily grew his business to the millions by selling his much-loved pancakes. The yummy pancakes were such a hit for all taste buds since he had chili-flavored pancakes for chili lovers. Word on the street has it that the president met him because of his yummy pancakes. Hajji Macarena’s products often sold out by 9 am because Kampala’s A-listers sent their drivers in droves to buy for them these delicious snacks.

Hajji Macarena grew from one Selling point at the Old Taxi Park to several selling points across the city. I greatly suspect that our family treasure, “Suzie” the Suzuki Samurai (UAB 132J) that I sold to Davey Turyasingura must have ended up as part of his fleet. Like all our family members, I was attached to the car that dropped me off as a pupil at Nakasero Primary School in the late 80s. Don’t let the number plate confuse you, at the time it was UXX 088. - Back to Macarena.

Recently, I bought some pancakes from Mr. Wasswa, a grandson of Hajji Macarena and as I drove away, I couldn’t help but marvel at how I have not thought about this great Ugandan business story every time I was asked to list any trans-generation Ugandan businesses I know.

Despite having a great product and I dare say excellent processes, this amazing brand remains almost obscure. With the KCCA regulations that stopped them from playing the iconic Macarena song, the business seems to be a shadow of its former self possibly because the owners missed the opportunity to build a formidable BRAND. 

Product branding is an essential aspect of any business, encompassing the overall image, identity, and perception that consumers associate with a specific product or service. It is a powerful tool for differentiation, building trust, and establishing a connection with the target audience. Unfortunately, the third generation of Macarena like their predecessors is yet to recognize the significance of branding, which may become their Achilles' heel as they transition the business to the next generation.

Ariho Kamara.