Is Positioning Dead?

Some time back I came across a blog from a person from some interactive advertising agency like www.Dalab.com.au proclaiming that Positioning as a branding strategy is dead. It got me thinking.

Positioning holds such high place in any branding manager's strategies that it seemed quite outlandish a suggestion, but the thought was intriguing, so I read on.

One argument of the blogger was that since positioning is all about capturing mind share which one can't measure in so many figures…corporates are abandoning it in favor of market share in these times of cost control and accountability.

It makes sense as your market is your customers and if you let your customers decide where they want you…you are letting the customer to be king in real sense of the word. Any thoughts or comments….