It is important to note, though, that the objective of the new OC filing is not to standardize the product and service offerings of airlines, but rather to provide a single efficient and flexible method for carriers to fulfill and track those offerings to travel agents, corporations and consumers. EMDs, like OC filings, provide the building blocks upon which airlines can differentiate their respective brands and promote a consistent image. However, EMDs or OC filings alone do not guarantee brand or product consistency across channels.