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 ...

The name Max has, not a moment too soon, gotten the axe. A little more than two years after lopping "HBO" off of the streamer ...

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

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

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 ...

In a move that feels more like a U-turn than a rebrand, Warner Bros. Discovery has announced it will revert the name of its ...

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