While every Honeywell business unit, product line and location has its own marketing and communications strategies and objectives, every communications vehicle we produce must support the company’s brand position. The essence of the Honeywell brand is captured in this brand position: We are building a world that's safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell. Honeywell does not currently have an advertising/marketing slogan or themeline. We do not require that specific “boilerplate” copy reinforcing the company brand position be inserted into every communications BRANDCOMMUNICATIONS vehicle. We do expect our Marketing Communicators copy to reflect the essence of our Brand Promise – a direct, clear, benefits-orientated STRATEGY approach to presenting the value of what we do. To the greatest extent possible, communications efforts and resources should be focused on materials that support our brand communications efforts. Subject matter for ads, literature and other communications should emphasize one or more of the ideas expressed in the positioning statements. Whenever possible, messag- ing consistent with the positioning statement should be included in the themes, headlines and copy of all communications materials. 24