Where Does Brand Experience Begin and End?

We often think of user and brand experience in the online space. But what happens when that experience exits the digital realm? I recently came across two pieces of work by two distinctly different agencies that successfully took the user experience off the safe path. One was driven by the brand. The other by the consumers.
 
Brand-Directed Paths
eView360 focuses on the reach of a brand experience and how it should touch print and interactive, and  …