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.

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.

A couple of years ago, Warner Bros. Discovery (WBD) made a change that was fairly widely mocked at the time, stripping the "HBO" from its streaming platform to rebrand it as purely "Max". The idea was, in theory, to help spotlight the fact that it had more to offer than just HBO content, although HBO remained the jewel in its crown.

O nce upon a time, in 2010, HBO launched a streaming service where people could watch all of their programming. It was called HBO Go, and it was good. In 2014, they renamed the se

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).

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.

This summer, Max is rebranding back to HBO Max just after two years of switching over. During this time, while HBO and Max have had separate commercial brandings, they still competed at industry awards under the “HBO/Max” label. The change was originally made when Warner Bros. Discovery dropped the “HBO” to make the streamer’s name just “Max.”

Discovery’s streaming platform has undergone a bit of an identity crisis as the company revealed during their Upfront presentation in New York City on Wednesday (May 14) that their streamer Max would return to its former name,

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

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."