Burberry continue to have the ability to surprise and delight us all. Their latest campaign 'Burberry Kisses' brings the very human act of kissing to the digital world. Delivering tactility and warmth to a medium that all too often is perceived as functional it takes you right back to the childhood ritual of sending a card Sealed With A Loving Kiss. [youtube=http://www.youtube.com/watch?feature=player_embedded&v=LRiZMVEIhas#action=share]

The campaign has been created by Burberry in conjunction with Google and, in the words of Burberry's chief creative officer, Christopher Bailey "Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world - by telling a story that makes the digital personal."

I read about the campaign on LinkedIn (a former colleague had 'liked' the story), I went to the site, I discretely kissed my own iPad screen and sent an email with a kiss to that person and then shared the entire experience on Facebook. It was quite uplifting. Now I am not sure I will repeat the experience but I suspect I am not the target and the target certainly will. That's the beauty of campaigns from Burberry they have a customer base (Facebook likes 15,224,092 and counting) that wants to engage and broadcast their love of the brand. So what if being caught kissing the screen of your iPad by a colleague feels a bit strange. Soon everyone will be doing it.

PS Kudos to Burberry for not spoiling this campaign by doing it on St Valentine's Day - a mistake lesser brands would have made.

On Friday I made my third visit to Baselworld the annual Watch and Jewellery Show. This year was a little different as I was representing myself rather than a brand so I approached the whole experience in a very different mindset.

Trade shows are, by their very nature, different beasts. There is something both collegiate and competitive about them and in-between order writing there is the undercurrent of insider gossip and recruitment.

The watch category is one where the nuances between competing brands are very finely drawn so it is refreshing to see newer entrants flex their brand muscle. For me Burberry, debuting with a double height stand stole the show. Replicating a store experience and using traditional and digital to create a tactile and engaging space. Remember Baselworld is very much a B2B enterprise and selling the brand dream is critical if orders are to follow.

It's about the experience and not about the words (every brand picks from the same dictionary) - or, put it another way - show me, don't tell me.

PS Notable mention to Rolex who used 10 x floor to ceiling screens to create a window on their world which lived up to the concept.