Mark McArthur-Christie

I'm managing director at Rubuss. We work in taking operational customer communication and turning it from an overhead into a business asset.

Brand tone guidelines

Brand language and tone of voice: Can’t the corporate style police read?

Does your customer communication fit your brand language and tone of voice? I was having a drink with a mate a couple of days ago. He’s just landed a new job in corporate comms, making sure that no-one infringes his organisation’s brand guidelines. In other words (as I gleefully told him) he’s sold out and …

Brand language and tone of voice: Can’t the corporate style police read? Read More »

Power of written communication

The power of written communication to customers

What’s the true power of written communication to customers? From our experience, it’s huge. First, a short story… One of our heroes, Theodore “Ted” Sorensen, died last week. He was President JF Kennedy’s speechwriter. He wrote the “ask not what your country can do for you” speech that changed the way a generation thought – for …

The power of written communication to customers Read More »

Customer communication for luxury brands

Communication’s no luxury – customer experience for luxury brands

Why luxury brands need to think seriously about their customer communication. I have a thing for watches. Sadly for my bank balance, this desire is not assuaged by a couple of Casios and a Timex. I have a thing for serious, expensive, mechanical watches. So, because I spend so much time working with clients transforming …

Communication’s no luxury – customer experience for luxury brands Read More »

Good news about bad news

HP Sauce and how to make complaint responses better

How you write to complaining customers determines the response you get back. A little while ago, HP Sauce changed their recipe.  Even though the change was tiny, people thought they could taste the difference. It caused a storm of customer complaints, articles in the UK press, on the radio and TV. Twitter and Facebook agreed, …

HP Sauce and how to make complaint responses better Read More »

Olympics communication

Olympic communications. Falling at the first hurdle?

The Olympics is all about excellence. Swifter. Higher. Stronger. Months of dedicated training and preparation.  Not just for the athletes but for London’s transport infrastructure. Peter Hendy, Transport for London’s Commissioner, describes the Olympics as “Britain’s largest peacetime logistical exercise.‟  He’s probably right.  Miles of “Games Lanes”, changes to tube, bus and train timetables, all to …

Olympic communications. Falling at the first hurdle? Read More »

Scroll to Top