India's northeast must sell its uniqueness if it is to shed its image of a 'trouble-torn region' and turn itself "from a location to a destination", brand experts say.

"Identify your USP and core competence and tell the world that you are something different," Alan D'Souza, CEO of Mudra Communications, told entrepreneurs gathered here for a three-day mega brand summit Samridhi 2005.

"You need to come out and do your own advertisement. Sometimes you may hire an advertising agency or a PR firm. It is important to propagate your own uniqueness."

The brand summit, an initiative of the Northeast Chamber of Commerce and Industry (NECCI), is aimed at creating awareness among entrepreneurs in the northeast on how to build a better image of their product.

Supriyo Gupta, CEO, Torque Communication, said: "Change your mindset and push yourself forward. Reflect on your own strength and sell the self evident truth."

Every brand has a story to tell, Gupta said. "Northeast is the best story and it's waiting to be told."

"You have talent and resource -- what you need to do is realise it. Reach out to the world and tell your own story."

Harish Bijoor, a well-known communication specialist, said: "The region needs to enhance security conditions and preserve its integrity, culture and innocence to make a mark in the industry."

Jyoti Sarma, chief executive of Enterprise Group, said, "Spread your message and take the help of the 'word of mouth' strategy. Your exotic landscape is to be marketed."

"Turn the northeast from a location to a destination," said Sarma, a specialist in buzz marketing.