One of the consequences of fame is being pigeonholed. McDonald’s is so well known for serving burgers, fries, and milkshakes that the fast-food giant has struggled to become a credible alternative for salads and smoothies. Sean Connery found it difficult to transition his acting career beyond James Bond. And then there’s the case of Robert Plant. The story of Plant’s solo career reads like a case straight out of Harvard Business School: his audience was changing, he was aging, and the legacy he created with Led Zeppelin threatened to trap him in the past. In my new guest blog post for innovation consultancy BeyondCurious, I discuss how Robert Plant reinvented himself and the lessons that businesses can learn from his journey. As Plant’s career demonstrates, changing your brand requires being adaptable, having patience, and telling your story openly. What brands have successfully changed in your view?