What makes a brand approachable?

What considerations need to made when a brand is trying to be more approachable to a natural products market versus a mass market? And what changes when you are selling these same products online? Michael Movitz, founder of the Movitz Group and formerly the vice president of business development and sales operations at SPINS, explains the challenges of communicating a product's point of differentiation on shelf and the opportunities of marketing a product online.