Also, products are not being pushed out anymore like in classical modes of marketing or communication. Al Ries and Jack Trout’s notion of positioning – of how the product rests in the minds of consumers seems incomplete too. Today products need to breathe and live a relationship with users – its not just about telling them, or embedding their imprints in their minds – its also about creating enduring sustainable relationships – intrinsic in this thought is the notion of agility and flexibility – because “consumers” aren’t static, nor are their relationships!

More than durability ‘dying’ … its perhaps about how its morphing! Your post, Sameer Patel’s and the comments at my blog are all different dimensions and directions