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Branding Experts on Decision to Flip Max Back to HBO Max

Branding Experts on Decision to Flip Max Back to HBO Max: ‘A Corporate Walk of Shame'

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 the move by posting a slew of self-deprecating memes immediately after it said the “new-ish” HBO Max name would come back this summer.

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Here's why HBO Max has rebranded so many times

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Warner Bros Discovery revives HBO Max branding for global push

Max was an all-time bad rebrand

Warner Bros. Discovery announced the change today, rolling back one of the clumsiest rebrands in history from a streaming service that’s had more than its share of clumsy ideas.

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Max, Once Known as HBO Max, Is Calling Itself HBO Max Again. Got It?

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Max Streaming Service Is Reviving the HBO Name — the One It Discarded Two Years Ago

Warner Bros. Discovery CFO basically admits Max rebranding is because people like HBO, not crap

The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

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Inside the Warner Bros. Discovery Upfront: Branding Whiplash and “The ‘White Lotus’ Effect”

"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

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From Max to HBO Max Again: Why Warner Bros. Discovery Changed Names

The HBO Max name is returning to your screen. Find out why Warner Bros. Discovery is once again reversing course on its Max rebrand.

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Max will become HBO Max (again)

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

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Warner Bros. Discovery CFO Explains Reasoning Behind Max Rebrand, Potential Company Split

Gunnar Wiedenfels told an investors conference "there's a lot more openness to discuss the options" ahead for additional industry consolidation in a disruptive streaming era.

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Warner Bros. Discovery’s streaming service Max becomes HBO Max — again

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.

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Max will once again be HBO Max. Yes, it's aware of the irony

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that hasn't stuck. Here's what to know about the rebrand (and some others of note).

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HBO Max Lives! Max to Change Its Name Back After Two Years

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

Hey, at least HBO Max can laugh at itself

The decision to rebrand from HBO Max to Max and back again has people laughing. At least HBO Max can laugh at itself, too.