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Warner Bros. rebrands Max— formerly 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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Stupid or Strategic? Warner Bros. to Rebrand Max as HBO Max Again

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

Warner Bros. Discovery executives announced Wednesday morning that the streaming service Max would be renamed HBO Max, reinstating the app’s old name and abandoning a contentious change that the comp...

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Max to be renamed HBO Max, fixing the name change nobody wanted

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Warners Reverses Course: Changes Max’s Name Back to HBO Max

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 coming back: Streaming platform rebranding again after 2 years

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Max Is Changing Its Name Back to HBO Max (Again)

HBO, Max

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Max is going to be HBO Max. Again. Here's what that really means.

Warner Bros. Discovery is going back to HBO Max.

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Max is now HBO Max, again — here's how it could impact you

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Max streaming service is reviving the HBO name — the one it discarded 2 years ago

Max Brand Reversal Driven By Warner’s Changing Ambitions, Direction

Warner Bros. Discovery executives said its Max streaming service this summer would revert to its natal name, HBO Max.

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HBO Max Is Back: WBD Rebranding Streamer This Summer

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Max streaming service to change name back to HBO Max

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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.

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

We’re not quite there yet, but it sure feels imminent.

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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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Netflix co-CEO Ted Sarandos tells BI what he thinks of the HBO Max rebrand

Netflix co-CEO Ted Sarandos weighed in on Warner Bros. Discovery's decision to revert to HBO Max branding.

Why David Zaslav Was Wrong to Get Rid of HBO’s Name in HBO Max

A little more than two years after lopping “HBO” off of the streamer’s name to create the breezily-named Max streamer, Warner Bros. Discovery has decided to reverse course. Max — the unloved mononymous identity, too cool or too anxious to acknowledge its origins — is HBO Max once more .