BRAND STRATEGY · 28 OCT 2026 · 4 MIN READPlanning a café launch?
Planning a café launch?
Start with the visit.
A practical starting point for founders: the occasion, the central idea, the content sequence and the next action.
THE JOURNAL / BY TWISHA MEHTAAn independent point of view.
unfiltered:twisha.
On brands, culture
and the things that
make people care.
LESS NOISE. MORE PERSPECTIVE.RESEARCH · OBSERVATION · OPINION
THE FEATURED NOTE / BRAND STRATEGYPlanning a café launch?
Planning a café launch?
Start with the visit.
A practical starting point for founders: the occasion, the central idea, the content sequence and the next action.
Read the noteTHE THINKING
BEHIND THE FEELING.
BEHIND THE FEELING.
From my desk.
25 NOTES TO EXPLOREUNFILTERED: TWISHA · 27 OCT 2026 · 11 MIN READTHE AD THAT WAITS
THE AD THAT WAITS
UNTIL YOU MEAN IT
Advertising used to follow what we searched for. Now it's learning to understand what we're trying to do. Unfiltered: Twisha | October 27, 2026 Imagine this. On Monday, you ask an AI assistant how to start running. On…
UNFILTERED: TWISHA · 23 OCT 2026 · 10 MIN READMeta One:
Meta One:
When Did Growing on Social Media Become a Subscription?
Unfiltered: Twisha | October 23, 2026 I have a question. When did running an Instagram account become something you could upgrade like a Netflix subscription? Not advertising. Not boosting a post. I'm talking about the…
UNFILTERED: TWISHA · 07 OCT 2026 · 7 MIN READAttention Is Rented.
Attention Is Rented.
Recognition Is Owned.
There is a marketing problem I think we keep naming incorrectly. We say: “Brands need more attention.” I’m not convinced. We have never had more ways to get attention. Creators. TikTok. Reels. Podcasts. Influencers.…
UNFILTERED: TWISHA · 30 SEPT 2026 · 6 MIN READThe Internet Doesn’t
The Internet Doesn’t
Need More Content.
It Needs More Brands Worth Remembering. There is no shortage of content on the internet. There are reels. Carousels. Stories. Threads. Thought-leadership posts. “3 tips” posts. Trending sounds. AI-generated captions.…
UNFILTERED: TWISHA · 10 SEPT 2026 · 3 MIN READThe things LinkedIn doesn't tell
The things LinkedIn doesn't tell
you about building a career
LinkedIn makes everything look very simple. Work hard. Build your personal brand. Post consistently. Network. Learn new skills. Stay positive. And eventually, things work out. I don't think it's that simple. Sometimes…
UNFILTERED: TWISHA · 08 MAY 2026 · 3 MIN READThe Creative Industry
The Creative Industry
Sold Us Freedom.
Why Does It Feel Like We Never Rest? There was a time when creative careers looked like the ultimate escape. No rigid office cabins. No repetitive corporate routines. No waiting for weekends to feel alive again. It…
SOCIAL STRATEGY · 03 MAY 2026 · 3 MIN READStrategy. Story. Stronger Brands. A
Strategy. Story. Stronger Brands. A
Deeper Look into TM Marketing
Most brands don’t struggle because they lack effort. They struggle because their efforts aren’t aligned . They post without a purpose. They advertise without understanding. They create without connecting. And in today’s…
CONTENT STRATEGY · 04 MAR 2026 · 4 MIN READWhy Your Brand Needs
Why Your Brand Needs
More Than a Pretty Feed
We’ve all seen it: the perfectly curated Instagram grid, the seamless brand colors, the flawless product shots. It looks incredible. But when you look a little closer at the engagement-crickets!! In today’s…
UNFILTERED: TWISHA · 21 JAN 2026 · 3 MIN READStop Trying to
Stop Trying to
"Outsmart" the Algorithm
By Twisha: Marketing, real talk, and why "best practices" are often the worst. Reading time: 3 minutes Mood: Anti-Hustle 📉 We need to talk about the "Growth Hack." You know the one. You see it on your feed every…
UNFILTERED: TWISHA · 24 NOV 2025 · 5 MIN READThe High-Converting
The High-Converting
Brand Playbook.
The Marketing Edit Goes Unfiltered The internet has changed. Attention spans are shorter, competition is higher, and audiences are smarter. In 2025, brands don’t grow because they post daily. Brands grow because they…
UNFILTERED: TWISHA · 31 OCT 2025 · 3 MIN READThe Truth About Posting:
The Truth About Posting:
Why Purpose Matters More Than Aesthetics
✨ The Pressure to Stay “Visible” Social media moves fast. Every day there’s a new sound, trend, or “must-post” moment. We chase consistency, aesthetics, and engagement, sometimes forgetting to ask the simplest question…
UNFILTERED: TWISHA · 14 OCT 2025 · 4 MIN READ💡 When the
💡 When the
Algorithm Needs a Strategy
There’s a moment most brands and creators hit where they realise: “Posting every day isn’t enough.” Because the thing about the algorithm? It doesn’t reward volume . It rewards value , voice , and vision . Here’s the…
UNFILTERED: TWISHA · 22 AUG 2025 · 2 MIN READWhy “Balance”
Why “Balance”
Might Be Overrated
We’ve all heard it, right? Find balance. Create balance. Live a balanced life. Sounds good on Pinterest boards and wellness podcasts, but in reality? Balance feels like chasing a WiFi signal that never really…
UNFILTERED: TWISHA · 01 AUG 2025 · 2 MIN READ🧨 Consistency Is
🧨 Consistency Is
Killing Your Creativity
Unfiltered: Twisha The Series for the Creators Who Are Done Performing "Just stay consistent." That’s the golden rule of content, right? Post 3 times a week. Show up daily. Be visible , or be forgotten. And I tried. I…
UNFILTERED: TWISHA · 25 JUL 2025 · 3 MIN READWhat If You’re Great…
What If You’re Great…
And Still Feel Invisible?
Because Realness Belongs in Digital Too Unfiltered: Twisha Published by Twisha Mehta You’re posting. You’re planning. You’re pushing. You’re doing all the things “they” say you should do. And still… it’s quiet. Not…
UNFILTERED: TWISHA · 18 JUL 2025 · 2 MIN READWhy Every Brand Needs
Why Every Brand Needs
a Human Behind the Handle
🖤 — Twisha Let’s get real for a second. In a world of AI captions, trending audio, and templated posts, the one thing that still cuts through the noise is… a human voice . Not just any voice — your brand’s real voice .…
SOCIAL STRATEGY · 11 JUL 2025 · 2 MIN READWhere Strategy
Where Strategy
Meets Scroll
Scroll Like a Strategist: Why Social Media Is More Than Just Aesthetic 📅 Posted by Twisha Mehta Let’s face it — in 2025, everyone’s a creator . But not everyone’s a strategist . Every day, we’re bombarded with “how-to”s…
SOCIAL STRATEGY · 25 JUN 2025 · 2 MIN READThe Funnel Isn’t Dead.
The Funnel Isn’t Dead.
You’re Just Using It Backwards.
· Digital Marketing, Decoded 📅 Posted by Twisha Mehta Let’s talk about funnels. (Yes — that outdated triangle marketers keep trying to rebrand.) You’ve heard it a thousand times: Awareness ➡️ Consideration ➡️ Conversion…
SOCIAL STRATEGY · 18 JUN 2025 · 2 MIN READPosting Isn't a Strategy:
Posting Isn't a Strategy:
Why Showing Up Online Needs a Plan
Because consistency without clarity is just digital noise. 📅 Posted by Twisha Mehta Let’s get real for a second. If you’ve ever posted “just to stay active,” this blog is for you. We’ve all been there — scrambling to…
UNFILTERED: TWISHA · 13 JUN 2025 · 2 MIN READThe Algorithm Isn’t Broken.
The Algorithm Isn’t Broken.
You’re Just Not Listening.
It’s not sabotage — it’s feedback. The algorithm’s not your enemy. Indifference is. 📅 Posted by Twisha Mehta You posted something brilliant. It flopped. So you blame the algorithm. Classic. But here’s the truth,…
CONTENT STRATEGY · 11 JUN 2025 · 2 MIN READThe Content Isn't Dead —
The Content Isn't Dead —
Your Audience Is Just Numb
Your content isn’t dying — it’s just not being felt. Here’s how to revive connection in a scroll-happy world. 📅 Posted by Twisha Mehta Let’s talk about the elephant in every content creator’s room: You’re posting…
UNFILTERED: TWISHA · 06 JUN 2025 · 2 MIN READStop Waiting for the
Stop Waiting for the
Perfect Moment. Post It Anyway.
No fluff. No filters. Just Twisha. Unlearning the internet — one post at a time. Let’s talk about something we’re all guilty of: Overthinking that post. You’ve written the caption, adjusted the brightness, and added a…
BRAND STRATEGY · FROM MY DESK · 1 MIN READAttention is a moment.
Attention is a moment.
Recognition is a pattern.
A clever post can make someone pause. The harder question is whether they know whose post it was.
SOCIAL & CULTURE · FROM MY DESK · 1 MIN READYour next customer
Your next customer
is in a group chat.
A useful social idea gives people something to do with it. Start with who would send it, to whom, and why.
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