Assume you are part of the brand strategy team at an advertising agency. Your concept team has come up with two varying approaches to communicate the key value proposition for Comfort SafeWash liquid detergent brand. One of the themes is "helps remove the dirt ring around the collar" and the other focuses on "an ongoing strong emotional bond between customers and Comfort products". While the creative brief from the client has clearly indicated "the need for a strong emotional overtone in communication, it must result in increased retail sales and help build brand equity." How will go about finalizing the concept and messaging that is to be planned for the client? Present your thoughts in the form of a reflective paper not exceeding 3000 words that include but are not limited to the following aspects -

1. Highlight the key segments or customer personas for the brand; Of these, which one will you target, and why?

2. Create a positioning statement based on your own primary research about customer subtypes and the context of positioning.

3. Based on your Positioning approach, suggest the key brand elements that will help create a distinct identity for the brand.

4. Focus on the key promotional activities (ATL and BTL) based on the 6 M framework.