Marketing, specifically generic marketing, must be one of the linchpins of any strategy to &quote;cover our future&quote;. The fact that generic marketing must be done is a given. It has been recognised as a must for all bodies involved in marketing Australian cotton in some shape or form - Cotton Australia, the Australian Cotton Shippers' Association, and the Association of Cotton Systems Spinners'. What is not clear though, is exactly what direction generic marketing should take, or which body or bodies should be undertaking it