Bang and Olufsen's recent turnaround bucked the trend in the mature consumer electronics market where it is considered so difficult to differentiate products that for years many retailers have sold price instead of products. The 1995/96 results are expected to show continued robust growth in turnover and profits. Here, the author examines what characterises the success of this Danish David in a world of (mostly) Japanese Goliaths and looks at what lessons, if any, UK companies can learn from the marketing of this small luxury brand.