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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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Warner Bros Discovery revives HBO Max branding for global push

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HBO Max Is Back as Warner Bros. Discovery Rebrands Streaming Service – Again

HBO, Max

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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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Max will become HBO Max (again)

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Hey, at least HBO Max can laugh at itself

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

Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max.

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

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Max was an all-time bad rebrand

HBO Max Is Back As Warner Bros. Discovery Changes Name, Again

This reversal highlights a crucial lesson many brands learn the hard way: sometimes your established brand equity is more valuable than you realize.

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HBO Max Is Back: WBD Rebranding Streamer This Summer

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The streaming platform Max is getting a new name: its old name, HBO Max

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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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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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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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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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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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.

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Netflix co-CEO Ted Sarandos explains why he thinks the HBO Max rebrand 'makes sense'

Netflix's co-CEO weighed in on Warner Bros. Discovery's decision to revert to HBO Max branding. The streamer used to be called Max.

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Returning the HBO to Max Is Latest Sign of Potential Warner Bros. Discovery Split

Warner Bros. Discovery did not respond to The Hollywood Reporter's request for comment on the Faber report. The only split that makes sense for Warner Bros. Discovery, which was j