Professional body builders will tell you that in order to make their already enormous muscles even bigger they must introduce change into their routine. Many change diet and type of exercise to add muscular size during the off season, only to switch diet and exercise programs again in order to shed the extra weight and retain only muscle.
Musicians like Beyonce, Madonna, and U2 have reinvented themselves multiple times. Successful change. Actors like Robert Downey Jr, Mickey Rourke, and Will Smith have done the same. Changed successfully. From a marketing and sales stand point the changes may or may not have been of immediate benefit, but look at their long term careers and the power of change is clear.
Throw politics out the window for a second. This is not a political statement. During our most recent election a Senator from Illinois marketed himself as a change agent. President Barak Obama now calls the White House home.