You prove nothing about the value of your product or service by giving it away for free.
Giveaways will not automatically discover or build a paying audience for your work, because significant behavioral barriers exist between passively receiving something for nothing and doing the work of buying. Being willing to use something doesn’t mean [...]

Everything in marketing is building a case for something, as a skilled lawyer would do in a courtroom. Think of branding as arguments made at an emotional level about your company.
To brand a company effectively, be very clear about the case you want to make. What the marketplace is to believe and feel about your [...]