I love Tim Sanders, and his style.
Recently, he echoed so much of what I'm thinking and chewing on about why companies need to be not just "remarkable" in the generic sense of the word to their external audiences - like customers and the media - but to their employees. Take 90 seconds to look at the video below. He calls it being "Facebook worthy".
When you're proud of the company you work for, you work harder without being asked. Your paycheck (so long as it takes care of the rent) isn't nearly as much a point of contention. You don't mind a few extra hours. You step outside your job description not as a renegade, but to be helpful and lend your skills where they might be useful.
You talk about your company not because it's part of your job, but because you're proud - even prone to bragging - about how much easier it is for you to go to work every day.
That's nothing you can buy in a compensation and benefits package, nor something you can indoctrinate in an all-company meeting to recite the vision statement.
Pride is intrinsic, and it's something you'd better be cultivating in your employees through building something worthwhile. They are your wealth, because the engine of business doesn't chug forward on its own. And in a commoditized world and firehoses of information, the DNA of your business' humanity can really make all the difference.