Branding Bengal

Yesterday, I heard Wally Olins at City Centre (He was wearing the red cotton coat shown in the picture beside: the picture appeared in today's Metro Telegraph).
After his 40-minute presentation (great), I joined him as a panelist along with Ram Ray, Victor Banerjee and Rita Bhimani.
Most questions were about how to brand Bengal or Kolkata.
There was no direct answer from him, but he made many useful comments. Some are:
(a) There has to be a synergy, a demand, an enthusiasm - as happened in Spain
(b) The 'product'must be good too.
(c) Broad generalisations don't work (no 'land of contrast' , for example, as this could apply to many countries as well)
...