Unusual By Strategy

Shobha Ponnappa


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

With over 40+ years of experience in Advertising and Digital/Content Marketing, I’ve honed the art of creating content that resonates. Spanning 125 brands worldwide, from global giants to disruptive startups, my approach is anchored in differentiation.

Harnessing the unique voice of each brand, I weave narratives that not only capture attention but retain it. Discover below how my strategic depth can be your brand’s competitive edge.


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

My blog posts are products of my continuous exploration and commitment to staying abreast of the dynamic world of content. Whether you’re seeking groundbreaking content techniques, sector-based insights, or simply want a deeper understanding of the content universe, this space promises enriching reads that can resonate with novices and experts alike.

How To Shape Novel C-Suite Brand Content For Networking

How To Shape Novel C-Suite Brand Content For Networking

In the vast sea of networking, what makes a C-Suite professional truly memorable? It’s not just the handshake or the elevator pitch—it’s the compelling content they bring to the table. Today, networking has evolved into a sophisticated dance of storytelling, where novel C-Suite brand content plays the leading role.

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How To Do Deft Reputation Management Via C-Suite Content

How To Do Deft Reputation Management Via C-Suite Content

In the bustling world of brand dynamics, reputation is a delicate tapestry woven over time, shaped by both victories and setbacks. Central to this orchestration is the voice of the C-Suite—captains steering the brand’s narrative ship. When these leaders enter the content domain, their words carry weight.

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How To Create Rare Thought-Leading C-Suite Brand Content

How To Create Rare Thought-Leading C-Suite Brand Content

The C-Suite can no longer rely on conventional insights to captivate discerning audiences. True differentiation lies in pioneering thought leadership, carving a niche that transcends the ordinary. But how does one craft content that doesn’t just inform, but leads, challenges, and redefines perceptions?

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How To Write Engagingly About Your Purpose Brand's Cause

How To Write Engagingly About Your Purpose Brand’s Cause

Crafting compelling content for your purpose brand’s cause is more than just words on a page. It’s about creating a narrative that resonates, inspires, and drives action. Effective storytelling and other techniques can be your guiding star, helping you connect with your audience on a profound level.

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