Our success in connecting brands with consumers really comes down to two things:

Motivation

We believe the real opportunity to connect is in understanding the "Why".  Ultimately, it is the "Why" that is influencing their brand choices and purchase decisions.  Understanding the "Why" gives us the opportunity to create and develop a meaningful dialog with them.

Adaptation

In our space, it is not easy to just lump everyone into one nice & neat demographic segmentation. Not every woman, between the ages of 25-34 with 1.5 kids who lives in the suburbs of a major metro area thinks, acts, or responds the same way. 
We deal with people in a face-to-face environment so assumptions can be dangerous. We must understand, and be prepared to handle, all possible ways that our message can be received, interpreted, or challenged.  Good thing is, we love a challenge.