We’ve found that it can be up to 1,000 times more costly and time consuming to own a broad category with just one word.
  
The more generalised the word, the broader the category, the more costly and time consuming it is to achieve your goal.
  
Two to three word terms are more targeted, are closer to customer perception, and more successful.
  
For example, if your company specialised in food from the Mediterranean, you’d have greater success with terms such as “Mediterranean cooking” or “Greek, Italian recipes” than with terms such as “food”, “recipes”, “Italian”. 
  
The broader you go, the more competitors you encounter. You do reach a lot more people, but then your efficiency also drops off dramatically.