In fashion, food, and media, the saying “What’s old is new again” remains a constant, as brands find ways to use nostalgia to turn the past into profits. These strategies can connect consumers to memories of their childhood or introduce new generations to vintage experiences, but experts say there is nuance to the approach.

In the latest episode of Generating Buzz, Tim Halloran, a principal lecturer in the Scheller College of Business, shares his thoughts on the trend. Having worked with some of the nation’s biggest brands, such as Coca-Cola, to launch products worldwide, Halloran says it all comes down to the relationships built between brands and consumers, and avoiding an overreliance on the past.