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Bang & Olufsen is a Danish producer of high-end audio visual equipment. The case illustrates a turnaround combining aggressive cuts with fundamental changes in corporate culture and a bold renewal of product lines. The case can be used to encourage students to reflect on what it means to manage an organisation that produces highly expressive goods and what fundamental tensions it faces. The case can also be used to introduce the concept of organisational identity and discuss its relevance for design processes and strategic change. The story of Bang & Olufsen illustrates how building a strong brand requires a co-ordinated collective effort. In this respect, the case can be used to highlight how managing a brand requires developing and disseminating a clear and effective brand identity.