A visual explanation of branding

The WSJ's question and answer session with Bill Ratcliffe (President, Millward Brown Canada) produced an easily understood explanation of brand properties:

WSJ: How do you explain brand positioning to your clients?

Mr. Ratcliffe: I often use an analogy. Think about the positioning of your brand as street intersections. If your brand at the corner of luxury and high price, that's a different part of town from inexpensive and just-OK quality. So when you think of repositioning a brand, think in terms of moving a building from one part of town to another. That's how challenging it is ...

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