"With Kleenex we really consider the package as part of the product we're providing," said Christine Mau, brand design director at Kimberly-Clark.
"You would wonder, 'What's wrong, what aren't we providing?' " said Kathy Ramsay, 55, a legal secretary in Sacramento who has had three daughters who suffered from anorexia.
"There are more people now who need the kind of information we've been providing," said Kerry G. Zeida, vice president for marketing and brand development for Standard Media in San Francisco, which publishes The Industry Standard.
"Sinai should be canonized for the services it is providing," said Micki Siegel de Hernandez, the health and safety director for District 1 of the Communications Workers of America.
Until a recent ruling by the Internal Revenue Service, for instance, a hospital could use the higher prices when calculating the amount of charity care it was providing, said Gerard Anderson, director of the Center for Hospital Finance and Management at Johns Hopkins.
"Gone are the days in which you can launch a Web site in English and assume that readers from around the globe are going to look to you simply because of the content you're providing," said Zia Daniell Wigder, a senior analyst at JupiterResearch, an online research company based in New York.
