Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

Warner Bros. Discovery's (WBD) streaming service Max will be called HBO Max starting this summer, bringing back a name that WBD curiously ditched a couple of years ago.

May 15 (UPI) -- HBO has announced that the name of its streaming service is changing back from Max to HBO Max this summer. HBO Max is what the platform was known as when it launched in 2020, but the HBO portion of the name was dropped in 2023 as its parent company sought to give it its own identity.

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

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.

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

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

Home Box Office is a legend in American television, one of the industry's most famed and prestigious brands. So it was a mystery when its new owners renamed it "Max"-a name so generic and bland it could apply to almost anything.

“I am completely bewildered by the HBO Max rebrand,” says Debbie Millman, a designer, brand consultant, and host of the Design Matters podcast. “HBO took four decades of prestige and casually tossed it all into a dumpster, lit a match, and cheered as it burned.”