Hootie and the Blowfish is not my favorite band. However, their song “Fine Line” transports me back to a trip with my family twenty years ago. It’s a favorite, not because of how it sounds but how it makes me feel. This nostalgic feeling makes me like the song more. In this episode, we explore how evoking customers’ memories that inspire nostalgia can do the same for your Customer Experience. Associating your offering with what customers are remembering can help the happy spill over onto your brand.