Re-branding Bolton?

In the Guardian today, Tristram Hunt, in an article titled Industrial evolution, discusses the changing public perceptions of the industrial revolution, from the "wilderness of dirty brick" and the "filth and ugliness" described by J. B. Priestley in the 1930s to the new image of the genesis of modern, prosperous Britain. The Big Pit in Blaenavon, Derwent Valley Mills and New Lanark are just some of the "dirty bricks" that have gained the status of "world heritage sites" and many other less famous sites are popular attractions; also prized nowadays are the industrial landscapes and portraits of heroes of the Industrial Revolution by artist Joseph Wright. So, it sounds like Bolton is missing the boat, culturally speaking, by a recent move to revert to its pre-industrial name of "Bolton-le-Moors" to give it "a fresh, environmentally friendly feel and help to attract business." Better to try to become a world heritage site, and celebrate its northern grittiness. (The article is an excerpt from Hunt's new book, Building Jerusalem: The Rise and Fall of the Victorian City.)