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 organisational direction, brand coherence, and market momentum.

I support C-suite leaders in articulating judgement with authority through senior-level thinking support and executive ghostwriting. I reframe stalled or drifting brands when leadership clarity exists, but 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

Senior-level thinking support and executive ghostwriting … so leadership judgement travels clearly, internally and externally

As organisations scale and complexity increases, senior leaders are often clear in their own thinking but find that clarity does not always land when it is written, presented, or shared at scale. Messages fragment across teams, boards, and stakeholders, not because decisions are weak, but because articulation does not fully carry the intent, nuance, and authority behind them.

C-Suite Articulation combines senior-level thinking support with executive ghostwriting to help leaders express their judgement with precision, continuity, and control. The work happens directly through essays, presentations, internal communications, investor materials, and leadership messaging, ensuring what leaders mean is what others understand and act upon.

■ 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

Restoring brand momentum when strategy exists but coherence and movement have stalled

As markets shift and organisations scale, brands often lose momentum not because strategy is missing, but because direction fragments across messaging, execution, and perception. Leadership intent may be clear, yet the brand no longer moves as one … resulting in drift, dilution, and reduced market traction.

Brand Reframe addresses this breakdown by restoring coherence across meaning, strategy, and expression. Through structured strategic interventions, it helps brands regain alignment, sharpen direction, and rebuild forward momentum as business conditions, categories, and expectations 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.