Abercrombie & Fitch, Specsavers’ stunts and making Crocs cool again: our senior creator Eve Lily Young talks reinvention for Creativepool’s #FutureMonth– and tells marketers how they can help build a brand that outlives them.

The trick to reinventing a brand in this age is not doing it on a gargantuan scale once every 100 years. You must be prepared to do it on a micro level - today, then again tomorrow, and again the day after that.

Read Eve's full article over in Creativepool.