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History of HBO Max's ridiculously convoluted brand journey

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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The history of HBO Max's ridiculously convoluted brand journey

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

HBO, Max

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Watch: HBO streaming service changing back from Max to HBO Max

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.

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

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

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Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max.

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Goodbye, 'Max.' Hello, 'HBO Max (again).

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Max Becomes HBO Max (Again) — And the Internet Had Some Great Reactions

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

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

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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 .

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HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix, Coca-Cola

HBO Max has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

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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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'Duster' Is Cruising to HBO Max Dangerously Soon

Duster is kicking off summer streaming in style. In case you missed our interview with Abrams and Morgan, Duster stars Rachel Hilson (Love, Victor) as an ambitious FBI rookie in the 1970s who teams up with a crime lord's getaway driver,

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‘South Park’ Poised For Streaming Launch On Paramount+ But Could It Also Stay On HBO Max?

EXCLUSIVE: Comedy Central picked a curious date for the Season 27 premiere of animated stalwart South Park after a two-year break, July 9. That is just a few days after Paramount’s $500 million exclusive streaming licensing deal with HBO Max for Trey Parker and Matt Stone’s juggernaut is set to expire on June 30,

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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).