Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it ...

But some branding experts believe that yet another name change will only create confusion. "Everybody now knows that Max is HBO Max," said Chris Rosica, the CEO of branding firm Rosica Communications.

Critics likened the flip-flop to Elon Musk’s Twitter-to-X saga, while others questioned the millions spent just to land back ...

Streaming service Max is yet again changing its name, but users will be familiar with the new branding: HBO Max. The decision was announced Wednesday by Warner Bros. Discovery during a ...

The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, consistency and clear messaging, customers will push back.

Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.” The change will become official later this summer.

And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis ... HBO from its streamer’s original name to become just Max. “Returning the HBO ...

The social team at HBO Max probably knew it would be made fun of for backpedaling on its name, so it joined in on the roast.

Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.” Streaming president and CEO J B Perrette added ...

Warner Bros Discovery is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service two years ago. The company will rebrand its streaming platform as HBO ...

May 14 (Reuters) - Warner Bros Discovery (WBD.O), opens new tab is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service two years ago. The company ...