I just saw a great TV commercial featuring various factory line workers and supervisors talking about how much they like making Tylenol, how important it is to them to be making a quality product, not just for your kids, but for their kids as well.
Real people talking about their pride in making something -- that's a good commercial.
How can you incorporate your authors, order takers, shippers, etc. in talking about the books you publish? Are they proud to work for you? Are your printers, typesetters, cover designers proud of your books?