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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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It’s Not Max, It’s HBO Max: Streaming Service Flips Name Again

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Max, which was once HBO, reverts to HBO Max

Warner Bros Discovery revives HBO Max branding for global push

Reuters, the news and media division of Thomson Reuters, is the world’s largest multimedia news provider, reaching billions of people worldwide every day.

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

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

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)

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.

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

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

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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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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.

Hey, at least HBO Max can laugh at itself

The decision to rebrand from HBO Max to Max and back again has people laughing. At least HBO Max can laugh at itself, too.

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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.

HBO, Max, or HBO Max? Warner Bros. Discovery finally chooses a name that makes sense

During Wednesday's upfront presentation, Warner Bros. Discovery announced Max will be rebranded as HBO Max starting this summer.

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

Max is now HBO Max. Again. No, I'm not joking. Less than two years after Warner Bros. Discovery changed the streaming service and ditched the HBO brand name, they've finally come to their senses and admitted that maybe HBO is why people want Max.

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Max will become HBO Max (again)

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