Originally, the premium cabler introduced the HBO Go service for authenticated pay-TV subscribers, before launching the standalone HBO Now in 2015 — and then trying to clean it up with HBO Max.

But the consensus among branding experts is that WBD’s decision to resurrect HBO Max after two years of life as Max was a tacit acknowledgement that it committed a big strategic error, one that ...

arts entertainment TV. Popular streamer Max to become HBO Max — again Move represents a rare do-over in corporate branding, experts say.

HBO Max is returning to its original name following a rebrand in 2023. The move aims to restore the familiar identity viewers ...

Branding Experts on Decision to Flip Max Back to HBO Max: 'A Corporate Walk of Shame' J.J. Abrams' 1970s-Set 'Duster' Is a Gas Until It Hits the Skids: TV Review ...

Warner Bros. Discovery makes a high-profile about-face two years after stripping the 'HBO' brand from the streaming service’s ...

Now, as HBO Max returns to center stage, the potential lesson is clear: In branding, sometimes a temporary retreat is the best way to defend your strongest asset.

Or, "Actually HBO Max" as the account currently reads. It’s a small thing in theory, but in practice, it highlights the larger branding identity crisis the platform has faced over the past two ...

Warner’s decision to drop HBO from HBO Max in 2023 followed its move to merge its HBO dramas and Warner Bros’ content across top franchises like “Harry Potter” and DC’… ...

Max is changing its name back to HBO Max from this summer, Warner Bros. Discovery has announced. The surprise rebrand follows the change of HBO Max into Max only two years ago.Max, soon to be HBO ...

(Reuters) - Warner Bros Discovery is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service two years ago.

Warner Bros. Discovery knew the announcement that it was restoring “HBO” to the name of its Max streamer would elicit forehead-slapping derision. The media company tried to preempt mockery of ...