Max’s Return to HBO Max: A Branding Failure with Familiar Company

This seems appropriate for a Sunday

It’s Sunday, so this seems appropriate. In a stunning twist that surprises no one paying attention, Warner Bros. Discovery is reportedly preparing to revert Max back to HBO Max—a move that underscores how poorly conceived the original rebrand was. When the streaming service dropped “HBO” from its name in 2023, it was meant to signal a broader content offering beyond the prestige dramas and adult fare synonymous with the premium cable network. But instead of elevating the brand, the shift diluted it.