Shobha Ponnappa

Unusual By Strategy

Unusual Breakthroughs for Brands and Leaders | One distinctive idea moves a brand. One defining voice moves a market.

I’m Shobha Ponnappa. I work with senior leaders and organisations at moments where judgement is sound, but clarity begins to lose force as complexity scales. My work is Unusual By Strategy … restoring clarity at the source before leadership intent translates into brand direction, organisational alignment, and market momentum.

I support C-suite leaders in articulating judgement with authority when stakes are high. I reframe stalled or drifting brands when leadership clarity no longer travels cleanly into strategy, execution, or perception.

CLIENTS HANDLED

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 many others

C-Suite Articulation

Clarifying senior leadership judgement and authority when complexity scales and consequences sharpen

As complexity increases, leadership judgement often remains sound but becomes harder for others to interpret and act upon. Decisions that once carried clarity begin to fragment across teams, boards, and stakeholders, creating hesitation rather than alignment.

C-Suite Articulation addresses this erosion at the point where it first becomes consequential … making leadership thinking explicit before ambiguity hardens into organisational or market risk. The work spans multiple entry points, allowing leaders to engage with this clarity in different ways, depending on context and need.

■ Narrative Shaping ■ Case Essays ■ Core Briefings ■ Lead Access

A WORKING PRINCIPLE

"Articulated clarity stabilises leaders. Brand momentum depends on how cleanly it travels."

Brand Reframe

Clarifying senior leadership judgement and authority when complexity scales and consequences sharpen

As markets shift and organisations scale, brand momentum often weakens not because strategy is absent, but because leadership clarity no longer translates cleanly into action and perception. What once felt coherent begins to fragment across teams, channels, and decisions, creating drift rather than direction.

Brand Reframe restores momentum by re-establishing coherence across meaning, strategy, and expression. It brings together different modes of strategic work, enabling brands to regain alignment and forward movement as conditions evolve.

■ Impact Newsletters ■ The Book ■ Case Studies ■ FAQ Insights

ABOUT ME ...

With over 45 years’ experience working with 125+ global brands and senior leaders, my work centres on restoring clarity and direction when complexity begins to dilute leadership authority and brand momentum.