The Newsletter Pro is a direct-mail marketing business in Boise, ID. I've had the opportunity to work with them on their recent re-branding.
The problem the design team was given was that the previous logo was centered too much on the CEO as the solution to the clients' problems. When a client would call in to the business, the call was escalated to the CEO more than half the time. Good times weren't had for the CEO.
Our solution was to pull emphasis off of the CEO and brand the company as a whole as the solution to the clients' problems.