Maybe you missed his book. Maybe you missed his King Arthur-esque blog at saatchikevin.com. It’s his Camelot people. We just live in it. Anyway, if you missed all his media drops, here’s a video of Kevin Roberts explaining how he came up with Lovemarks and all the brands that fit within that niche.
OMG. Seriously, I couldn’t get past 2:16 seconds. Maybe you’ll have better luck.