Everyone has to face their critics sooner or later. Behringer is no exception, as the company has been the target of attacks from all sides for a long time. To a manufacturer whose business model is based on products “inspired” by well-established brands and selling them dirt-cheap, this shouldn’t come as a surprise. Behringer could just shrug it off, but the company has reacted surprisingly thin-skinned several times, most notably when it sued a Chinese website in 2018. Now, Uli Behringer himself has taken to Facebook to deliver a message to the ‘haters’.
Behringer reacts to ‘haters’
The company’s founder starts by saying that “there is not one magazine, forum or thread where we don’t get criticized or even attacked”. At the same time, Uli Behringer acknowledges that not everyone likes the company:
We understand and respect that not everyone likes us or me and that’s perfectly fine.
He continues by saying that constructive criticism is always welcome and that it’s an opportunity to “learn and improve”.
Uli then claims that the company is guided by “two obligations – to relentlessly deliver what our customers desire and to observe the law.” He later calls this idea a “customer obsession”.
And then he gets to the point and claims that “technology is free for everyone to use unless it’s protected.” According to Uli Behringer, the laws were designed to promote competition “for the benefit of you the customers and for society to progress.” He says that “patents expire after 20+ years” and that after that, the intellectual property is “available to anyone”. In his world, there’s no doubt that Behringer isn’t stealing anyone’s ideas, but merely challenging its “competitors to deliver better quality at lower prices”. He continues by claiming that other companies are joining Behringer’s “mission” and that he welcomes everyone who “believes in our vision”.
David or Goliath?
It’s remarkable that Behringer feels the need to defend himself so vigorously. Legally, the company seems to be operating on safe grounds for the most part, or Behringer would be showered with lawsuits. And looking at the company’s commercial success, one would think that a few hateful comments would just bounce off.
So what’s the deal? In my opinion, the post is basically marketing. Behringer doesn’t need to confront haters in this way. But it’s a welcome opportunity to once again portray the company as some sort of ‘Robin Hood’, who fights for you, the customer, against all those expensive brands. Behringer is a Goliath who wants to be seen as David. Its whole marketing strategy revolves around this idea, from the “Music Tribe” moniker to posts like this one to the private-then-public exchange with the inventor of the Devil Fish TB-303.
What do you think? Are you on board with Uli Behringer’s “customer obsession” attitude? Do you feel that Behringer is on your side? Let us know in the comments below.