Unusual By Strategy

Shobha Ponnappa


I can elevate your small or big brand’s unique differential and power in a world awash with sameness. It’s about being “unusual by strategy.”

Today brands need chutzpah, ambition, and audacity. If you’re ready to shatter the status quo, stand out, and achieve extraordinary brand results, I’m here to enable bold moves and innovation. With over 40+ years of experience in Advertising and Digital/Content Marketing, spanning 125 brands, I can create irresistible content. 


Boeing · Ford · Vivendi · Unilever · Glaxo SmithKline · HSBC · Credit Suisse · Wipro · Brooke Bond · Giorgio Armani · Mahindra & Mahindra · Apollo Hospitals · Sheraton Hotels · Orchid Pharma · Cadila Pharma · India Pistons · Kerala Tourism · Helpage International · Plan International · London Olympics 2012

... among several others

Brands I Elevate


The The Ultimate Guide to Unique Personal Brand Content Marketing

When you are the primary brand of your business, how can unusual brand content profile your personal credibility, expertise, and authority?


Product Brands

When your product brands are your money-spinners, how can unusual brand content help showcase and move them off the shelves faster?


Service Brands

When you’re offering services or solutions to your customers, how can unusual brand content get you greater visibility, reach, trust, and sales?


Company Brands

When your company is your brand, how can unusual brand content impact your stakeholders and competitors, and get you market dominance?


Purpose Brands

When your brand is driven by a purpose greater than itself, how can unusual brand content evangelize its transformative message to millions?


C-Suite Brands

When you’re a CEO, COO, CFO, CIO, or CMO of a business, how can unusual brand content help your thought-leadership shape industry opinion?

About Me

Shobha Ponnappa

“In a digital world overflowing with content, ‘usual’ gets overlooked. My four decades in brand strategy have taught me this – the unusual, when rooted in sound strategy, stands out and sticks in the mind. That’s why I commit to being ‘Unusual by Strategy’. It’s not just about being different; it’s about being different where it counts. For your brand, this means content that’s not just noticed, but remembered and acted upon.”

- Shobha Ponnappa

I have notched up 40+ years of experience in multinational Advertising & Digital Marketing. I worked with global agencies like Ogilvy, JWT, and Lowe Lintas. I also owned my own avant garde web innovations company, Avigna Technologies.

I have consulted in Digital Marketing for close to 125 brands of all sizes and nuances – including global megabrands as well as disruptive startups. My clients tell me it is rare to find someone like me who has the seasoned strengths in three areas – Content Strategy, Brand Building, and SEO/UX Writing.

To add to this is my personal mandate to bring the unusual into every piece of work I do to lift its competitive edge.

I also have an MBA in Marketing from The University of Wales UK, and I’m a SmartBlogger Certified Content Marketer.

From My Blog

How To Create Content For Socially Responsible Causes

How To Create Content For Socially Responsible Causes

The power to inspire and influence socially responsible causes and change is at our fingertips, yet harnessing this power requires more than just good intentions. It needs a different approach. Crafting content that not only raises awareness but also drives action demands a strategic blend of insight and creativity.

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How To Outsource Content To Stay Ahead Of Industry Trends

How To Outsource Content To Stay Ahead Of Industry Trends

Staying relevant and competitive requires keeping up with emerging trends. One effective solution is outsourcing content creation to produce innovative and trend-aware content. This approach ensures a steady stream of fresh perspectives and frees up internal resources to focus on core business. 

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How To Develop A Winning B2B Content Marketing Strategy

How To Develop A Winning B2B Content Marketing Strategy

B2B companies face the dual challenge of standing out in a saturated market while effectively engaging a discerning, professional audience. They need content that resonates with B2B targets. Achieving this requires a balanced approach, blending tried-and-tested methods with innovative tactics.

Read More »
How To Perform Content Sentiment Analysis With ChatGPT

How To Perform Content Sentiment Analysis With ChatGPT

Although understanding audience sentiment has become crucial for brands, the challenge of gauging reactions and emotions from vast amounts of user-generated content can seem daunting. However, the advent of AI technologies, particularly ChatGPT, offers a sophisticated solution to this dilemma.

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How To Write FAQ Pages That Improve User Experience

How To Write FAQ Pages That Improve User Experience

The quest for enhanced user experience (UX) often leads to the overlooked cornerstone of customer service: the FAQ page. A well-crafted FAQ not only preemptively addresses user concerns but also significantly streamlines the navigation process, steering visitors towards a satisfying site experience.

Read More »


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