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Uli Behringer vs. the haters

Uli Behringer vs. the haters  ·  Source: YouTube / Behringer

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”.

Customer obsession

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.

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eat yr Ghost
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Any grown adult who sincerely uses the term “haters” should have their Internet access revoked. Behringer make great products, but the copy-paste has been significantly more common of late. That is a valid criticism, however that might make Uli feel.

Luis
Guest

Is he breaking any law? Apparently not. ALL SAID! Uli, where’s my BYNTHEX? I love you Behringer!

steve69
Guest

I don’t understand why no one is giving the software industry hell for making clones for 20 years now?

Michael
Guest

I LOVE BEHRINGER

John
Guest

I have Moog Stuff, and Behringer Stuff. It’s all good. I’m really psyched about the Moog Modular line. I gave my supplier a full list of modules to pre-order when they announce.

G Wright
Guest

Haters!

G Wright
Guest

Re-releasing products after they made money for 20 years before their patents ran out. Doing so for far lower prices. Filling a studio with hardware emulations, for the cost of 1 vintage piece. (Anyone complaining about “virtual instrument” emulations?) The internet is full of haters, but these particular haters fall in the category of douchebags. Some people are inclined to “protect” all “intellectual property” in perpetuity. Others believe all information should be free. If you make something, and put it into the world, we the people have made laws giving you 20 years of exclusivity, do you need more time?… Read more »

James
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James

Mr Wright, you are right. Couldn’t have stated it any better. Go Behringer, build whatever you want to and let the people decide.

Manfred Knauthe
Guest

Haha, Uli Behringer is Mother Theresa of the synthesizers……..

Gabor
Guest

You can hate him, but, think about it.
Behringer is the ONLY company who is asking questions from customer these day. Literally, they are the only one!