Assoc. Prof. David Black with the School of Communication and Culture was interviewed by the Scioto Post on Tim Hortons' new maple-flavoured beverages along with the company's Canadian roots and its apology for not thinking of the flavour sooner.
Here is an excerpt:
“Tim Hortons is once again demonstrating its strong Canadian roots in apologizing for not bringing maple beverages to its guests sooner,” says Dr. David Black, a professor in the School of Communication and Culture at Royal Roads University and an expert in apologizing. “Saying “sorry” is like our national motto, and while others might see the Canadian habit of saying sorry as a sign of weakness, Canadians know that it’s our superpower. It draws people together, builds trust, and gets things done.”