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It happened during a 5-minute phone call with the man who brought Barbie back to life.

But let me start from the beginning.

Last year, Bak USA brought on a guy named Chuck Scothon to oversee our commercial team. But Chuck was more than just “a guy,” of course. A former executive at Mattel, Inc., Chuck is credited with rejuvenating the Barbie brand—a pretty big deal—and his reputation made him an impressive presence to say the least. Though he was kind and considerate and the consummate professional, he was, to me, intimidating as hell. After all, the dude is like 7-feet tall, and I am but a feeble personification of the Pillsbury Doughboy. 

Anyway, when Chuck shot me an email with the subject line “Do you have a few minutes?”, my inner monologue was like, “Uhhhhh, yes, sir” [voice cracks]. And while I was fully prepared to accept a million-dollar raise, I was somewhat certain that Chuck really wanted to talk to me about The Anthem.

For once in my life, I was right. An hour later, Chuck was encouraging me to write Bak USA’s corporate anthem—a statement that would tell the world who we are and what we stand for. What we believe in. Why we’re in business.

“Write it as if you were writing prose,” he said. “Just hammer out some sentences that capture the essence, the attitude of our company. Something raw, something real. It will come together.”

Five minutes later, the call was over and the challenge was on.

My first course of action? Cheat and steal, obviously. I am a writer, after all. So I researched existing corporate anthems, visited some good examples that Chuck and the team had collected (like this one from Harley Davidson), and put my creative writing skills to the test. Soon thereafter, a draft was born.

And then finally, after a good number of meetings, workshops, and readthroughs—we had settled on something we thought was pretty special. A powerful representation of who we are, what we stand for, and what we believe in.

That was a year ago.

Since then, The Anthem has served as source material for our marketing department—it has become the well from which we draw many of our ideas and themes, much of our language and inspiration. In short, it’s something we’re all super proud of. So much so, in fact, that we’ve used it as the driving force behind our brand-new commercial video:

Not too shabby, eh?

We also used The Anthem as a reference point when we created our new company brochure, which you can check out here:

Anthem Brochure

And we’re in the process of displaying different phrases from The Anthem around the office, which is cool. Something to remind us who we are. What we stand for. What we believe in.

Chuck challenged me to write The Anthem.
Our marketing department collaborated to complete The Anthem.
And now the Bak USA leadership team is proud to celebrate The Anthem.
All that’s left to do now is for you to, well, enjoy The Anthem. We certainly hope that you do.

The Anthem

We are the voice that whispers “yes” when the rest of the world shouts “no.”

We are the furrowed brows on the face of a new generation that refuses to be ignored.

We are raising our hands from the back row and questioning the answers in the back of the book.

We will not stand for a system that favors the few. We will break our backs to build a bridge for the many.

We came out of nowhere to forge new beginnings and dust off the American dream.

We are pioneers. We are explorers. We are survivors.

We understand that the road less traveled leads to a life worth living.

We understand that the best lessons are lived, not lectured.

We believe that learning is more than memorization—it is exploration. It is inspiration. It is scratching the itch, lighting the fire, and riding the storm.

We believe that every person has the potential to make breakthroughs, break barriers, and bury stereotypes.

Why? Because we’re used to rocky roads and uphill battles. We know what it takes to rise up and move forward. We will not be silenced, held back, or dismissed.

We’re driven by the drumbeat of human ingenuity. We’re made up of the nuts and bolts of a new revolution. We’re breathing life into an industry desperate for fresh air.

We are changing the face and faces of American manufacturing.

We are building computers, empowering people, and changing lives.

Together, we are reinventing what it means to make it in America.

What drives you? What do you believe in? If you share our values and want to collaborate, let us know!

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