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 Position Your Brand Uniquely In A Crowded Market

How To Position Your Brand Uniquely In A Crowded Market

The challenge of distinguishing your brand among a sea of competitors can feel like navigating a labyrinth with no clear exit. The key to breaking free lies in strategic brand positioning to transform your brand’s unique traits into a compelling market presence. Achieving this requires a review of the traditional playbook.

Read More »
How To Create Google-Algorithm-Proof Evergreen Content

How To Create Google-Algorithm-Proof Evergreen Content

Content creators face the dual challenge of appealing to both human readers and search engine algorithms. The secret? Crafting evergreen content that survives the test of time and algorithmic shifts. Achieving this balance requires a strategic fusion of conventional wisdom and innovative tactics.

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How To Develop Persistence To Succeed With Your Blogging

How To Develop Persistence To Succeed With Your Blogging

Bloggers face the twin challenges of creating engaging content and maintaining momentum in a saturated market. The key to overcoming these obstacles lies not just in talent or inspiration, but in the often-overlooked virtue of persistence. And as the adage explains, persistence always pays off in the end.

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How To Choose The Perfect Niche For Your Content Strategy

In today’s world, the challenge of standing out is matched only by the complexity of selecting a focus that resonates. The solution lies not just in identifying what niche sparks interest but in finding a unique angle that captivates your audience. This requires a balancing traditional wisdom with innovative approaches.

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How To Write SEO-Friendly Introductions For Your Blog Posts

How To Write SEO-Friendly Introductions For Your Blog Posts

The battle for readers’ attention is fierce these days – and the first line of attack is often the introduction to your blog post. If it isn’t attention-grabbing, you may well lose the reader. Ensuring your opening is not only captivating but also optimized for search engines can be the difference between a hit and a miss.

Read More »
How To Boost Sales Through E-commerce Personalization

How To Boost Sales Through E-commerce Personalization

Digital storefronts, to succeed, need to harness the power of e-commerce personalization, a strategy that tailors the shopping experience to individual customer preferences, behaviors, and past interactions. Achieving a balance between conventional tactics and innovative, unexpected approaches is crucial.

Read More »


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