Warner Bros. Discovery’s decision to revive the HBO Max brand marks a strategic recalibration toward premium storytelling and brand clarity.

Branding experts said Warner Bros. Discovery's decision to resurrect the HBO Max name was a tacit acknowledgement that it ...

(And it addressed concerns on the HBO side that placing “The White Lotus” and “The Sopranos” next to Discovery content might dilute the cable brand’s prestige.) But the network that ...

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that ...

Despite the 180, Warner Bros. argue that returning the HBO brand into HBO Max will 'further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.' ...

O nce upon a time, in 2010, HBO launched a streaming service where people could watch all of their programming. It was called ...

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

One of the most important measures for companies when changing the name of a brand is that customers and consumers associate the old name of the brand with the new one, a movement ...

Warner Bros. Discovery’s streaming service is ‘HBO Max’ again. Does this indicate a refocus on franchise, legacy, and prestige TV?