Because we build relationships with things through many lightweight interactions over time, advertising will need to do the same to be heard. Although specific short-term campaigns around launching new products and new product variants will exist, they will be built on top of a solid ‘always-on’ foundation. The ‘always-on’ foundation will be far more important than short term campaigns because that is how people act in real life. Our real life relationships with friends are ‘always-on’. Our real life relationships with brands are ‘always-on’. Advertising will need to be the same.