ANGELA Kelly's article, 'Bolton's strength lies in its people, based on her discussions with Jerry Glover, the Chief Executive of Bolton Lads and Girls Club, hits the nail on the head.

It is unfortunate that so much controversy has been created about Bolton's new brand, because the whole project is about a lot more than just new logos, letterheads and signs.

It is indeed about the people of Bolton.

The independent research that was carried out for the project pointed to the one thing that makes Bolton distinctive, unique and, we believe, better than many similar large towns the people of Bolton. The open, friendly, colourful and straightforward character of the people of Bolton came through very strongly. The strength of these findings, together with their generosity, decency and good humour, surprised the research team and led them to suggest the character of the people of Bolton should be used to sell the town.

As has been pointed out, there are a number of national and international personalities who come from Bolton.

What makes many of these successful people unusual compared to their counterparts is the fact that they make it known that they are proud of being Boltonians.

Even Sir Elton John opened his last concert at the Reebok by saying that, 'Bolton was becoming the epicentre of cool. If so many successful people recognise the importance of the character of Bolton, then we ordinary Boltonians should rightfully feel proud of this and tell the rest of the world about Bolton and its people.

Jerry Glover is right when he says, 'It's really not about finding a brand for Bolton, it is about appreciating what we have already got. The answer is the people, now and in the future.

Because the so-called brand is itself not important, it's only part of the whole mechanism to communicate the message that Bolton is full of great citizens. These Boltonians make the town a great place to be, whether investing in business, working, living, watching football, playing sport, or just visiting.

Many businesses and organisations have agreed to use the image and messages for their own benefit, but we now need the people to recognise the strengths that lie within and take every opportunity to tell the world.

Richard Hurst

Chairman Bolton Vision