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 Lure Customers With Your Company Brand Content

How To Lure Customers With Your Company Brand Content

Capturing and retaining your audience’s attention is a formidable challenge. Your company’s brand content serves as the beacon that can either attract or repel potential customers. It’s not enough to merely exist in the digital sphere; you must entice and engage your target audience effectively.

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How To Create Company Brand Differentiation With Content

How To Create Company Brand Differentiation With Content

In the fiercely competitive world of online product marketing, it’s become clear that ‘out of the ordinary’ content is the only content that will get seen, heard, or read. For product brands, this means going beyond the ordinary and infusing your content with a unique twist that leaves a lasting impression.

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How To Skyrocket Company Brand Awareness With Content

How To Skyrocket Company Brand Awareness With Content

Where every company vies for attention in the crowded digital arena, the ability to establish brand awareness can be a huge game-changer. In this relentless quest for market dominance, content emerges as the linchpin that can either propel your company brand to new heights or leave it drowning in obscurity.

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How to Quicken Sales Cycles with Unique Service Content

How to Quicken Sales Cycles with Unique Service Content

In the fiercely competitive landscape of today’s business world, the key to gaining an edge often lies in accelerating sales cycles. What sets the truly successful service brands apart is their ability to do it uniquely, and when they venture into the realm of unconventional strategies, they are able to speed up their sales cycle significantly.

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How To Uniquely Highlight Your Service Brand's Real Impact

How To Innovatively Showcase Your Service Brand’s Impact

In today’s competitive marketplace, showcasing the impact of your service brand is essential to stand out and build trust among your audience. Demonstrating the tangible and intangible benefits your service provides not only sets you apart but also fosters a deeper connection with your clients or customers. 

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How to Respond to Service Queries in a Truly Novel Manner

How to Respond to Service Queries in a Truly Novel Manner

In today’s fast-paced digital landscape, responding to service queries is no longer just about providing information; it’s about creating an unforgettable experience. As businesses strive to stand out in a crowded marketplace, the need for novel and innovative approaches to customer interactions has become crucial.

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