This article explores the way in which an Australian regional bank has been able to draw on nostalgia for a `golden era' of banking to expand its branch network. The bank's strategy centres on providing local friendly service delivered by civic-minded small-business people through a franchised community bank model. The article aims to contribute to our understanding of emotions in organizations by highlighting the ways in which nostalgia can be used positively to create connections between customer service and human resource strategies. These connections are made possible through a discourse of community that appeals to a desire for genuine social relationships, personal authenticity, moral certainty and a sense of belonging. That is, for a return to `something'.
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