Creating a Yes Brand: A New Approach to Product Positioning

This site has become rather popular in searches regarding product positioning. Over the years, I have questioned and hypothesized many approaches to positioning and with the shift in marketing moving toward social media I think our approach to positioning may be starting to show it’s age. Do you still believe a brand can own the same perception in everyone’s mind? Or, is it more realistic to accept that a brand can/should represent a number of idea depending on the person?