Customers want brands that are narrow in scope and...
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
![Al Ries Quote About Business, Want, Scope: Customers Want Brands That Are...](http://qt.azureedge.net/resources/quotes-images-large/customers-want-brands-that-are-narrow-in-scope-and-distinguishable-by-a-single-wo-9272e1a0e716778fd56b8b4ef2f3b875.jpg)
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.