Chris Stapleton, founder of firm Simiosys said virtual reality -- as well as the whole spectrum of mixed reality -- is something that people tend to view as an "or." There's the real world or the virtual world. But that discounts the importance of imagination. "It's all about what impact you have on the imagination. That's where most people fail and not get the gravity and the potential of the technology," he said. So, what does that mean for solutions -- now? That's the question brands will face.