Branding Together with Other Stakeholders 137 Branding with Multi-Sided Platforms (MSP) The common factor in branding with MSPs is the co-evolution of the product and community ecosystem. While mastery of traditional brand management continues to be important ­ Apple has not stopped aweing the world since its Super Bowl `1984' TV spot ­ with MSP-focused branding, managing on-going user experience has become a key lever. For Apple branding extends to being an effective gatekeeper for iPhone Apps so that the user experience is positive and predictable. Another MSP-focused branding characteristic is the ability to generate and analyze data to test new hypotheses in real-time. According to Andrew Trader, a founder of Zynga, one of the most successful game vendors on Facebook, the company only builds games whose matrices can be measured against its `reach, retention, and revenue' objectives. Facebook allows Zynga to capture all the usage data in the wild in real-time, a drastic shift in visibility and feedback that was never possible before. Finally, given the co-evolution of brand with community participation, a unique ad- vantage of MSP branding is that failure need not be a traumatic stigma. Google is known for its product beta launches where users are expected to help inform the direction and continuation of a product. Gmail is probably the most well-known example of a successful beta. Even when betas are unsuccessful, as in the case of Google Wave, which came out with great fanfare in 2009 only to be shut down within 12 months, most people still applaud the company for its technically agility.