8. The Collaborative Three-Box Model: Box 2—Define the Global Brand Plan to Win

Down the Rock Island Line, she’s a mighty good road

Rock Island Line, it’s the road to ride

Rock Island Line, it’s a mighty good road

Well if you ride it, you got to ride it, like you find it

Get your ticket at the station for the Rock Island Line1

—Songwriter unknown

On May 10, 1869, the “Golden Spike” opened the first U.S. transcontinental railroad linking Council Bluffs, Iowa, with San Francisco, California. Three private companies worked on three separate sections, now all connected. This opened the Western part of the country to more trade and the gold mines of Sutter’s Mill. Although every company “won” getting to this spectacular moment, the country won as ...

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