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 ...

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

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

Max is going back to its original name, HBO Max, after two years. Executives promise increased focus on the high-quality, ...

After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the ...

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?