Capturing your customer stories (how they experience your product/service), and putting them into a story bank for you and others in your company to access is a great example of how this can work.
You can also use Zahmoo to build a story bank about your company's values in action. Or about its founding and history. Or about your high performing teams and their creating plus analytical processes they used to create an innovative product.
Check out the video and see if it sparks other ideas for you.