When a company’s been around for awhile, they develop corporate habits, especially when it comes to marketing. The choice of media and messages is often taken for granted. But what if you were starting over? What if you were launching the company today, with the same competition and the same rapidly-changing landscape? Would you make the same choices? Here’s another, more important question. If you were spending your own money, and not the company’s, would it get spent the same way? How might it change? Shouldn’t you make those changes now?