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

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

Warner Bros. Discovery is reversing its puzzling 2023 decision to lop off the HBO brand from the name of its streamer.

Warner Bros. Discovery's rebranding of HBO Max highlights the merger's failure to reach its original goal.

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 HBO Max rebrand could help restore awareness and credibility associated with HBO's storied entertainment name, said Ben Kunz, the chief strategy officer at advertiser Mediassociates.

The media giant says the move is based on refocusing its streaming strategy on "the programming that is working best" ...

Corporate rebrands are notoriously fraught. Few companies dare to reverse their public course but Warner Bros. Discovery did exactly that. After consigning its streaming service HBO Max to the dustbin ...

The HBO Max rebrand saga highlights how quickly brand ... otherwise confusion undercuts the strategy. Finally, customer perceptions cannot be an afterthought. Clear, timely messages that are ...

“We’ve been iterating on this, both from a content and strategy standpoint ... and news tiers on Max and has also announced a CNN subscription offering. Rebranding to HBO Max will “amplify ...