Somewhat, brain went straight to "brand specialising in mass market" which was already incorrect but still understandable. Unfortunately I also wanted to avoid

Somewhat, brain went straight to "brand specialising in mass market" which was already incorrect but still understandable. Unfortunately I also wanted to avoid repeating "mass market" hence the shortening. "Specialising in $0"=="someone with expertise in $0" is wired in my brain without any validation of $0.