I just wanna add that I think the Flaming Lips, Pink Floyd, and Talk Talk examples are all really good for this. Even though the changes may have been gradual, they constitute very conscious and ultimately pretty drastic reimaginings of the bands sound.

Ultimately these are bands that challenged themselves to evolve and succeeded. Even though I may prefer earlier Pink Floyd (never been a big fan of The Wall, DSOTM, or WYWH so much) and mid-period Lips, I can't argue with the extent to which they were able to remake themselves and expand their sound into new territory.

And of course bands like The Beatles and The Kinks kinda set the template for rock band evolution. The Stones, too, although their sound remained more consistent.

XTC did a pretty good one - from herky-jerky spaz-rock (in a good way) to complex baroque pop (in a good way).

Bis- From Punk with dance influences to Dance with punk influences