HBO Max is reverting to its original branding after two years as “Max”
NurPhoto via Getty Images
Warner Bros. Discovery has made waves recently by announcing a significant branding shift: the streaming service known as reverting to its former name, HBO Max. This marks the fifth rebranding for the streaming platform, which has navigated through a maze of identities: from HBO Go (2008) and HBO Now (2015) to HBO Max (2020), Max (2023), and finally, HBO Max again (2025).
When the shift from HBO Max to simply “Max” occurred, the reasoning seemed straightforward. Executives were concerned that the HBO brand, often synonymous with premium content, might overshadow a broader range of programming, including lighter fare from Discovery’s catalog. In their quest to widen appeal, they worried that reality TV could dilute the prestigious HBO reputation.
When Reality Hits Marketing Theory
However, according to the New York Times, the unfolding reality proved far less complex than the initial marketing theorizing. Subscribers, who forked out $17 monthly for Max, primarily tuned into HBO’s hallmark shows like The White Lotus and The Last of Us—not the lighter fare from Discovery.
“It truly reflects a market assessment conducted over two years, concentrating on what resonates with our audience,” shared Casey Bloys, HBO’s content chairman.
In essence, the HBO name was the key driver for subscriber interest. The shift to “Max” inadvertently led to confusion, leaving industry insiders and customers pondering if HBO was being sidelined or diminished—an outcome entirely contrary to the company’s initial intentions.
This reversal serves as a potent reminder of a lesson that many brands learn the hard way: sometimes, your established brand equity is more valuable than you might think.
HBO Max Isn’t Alone in the Brand Boomerang Club
Warner Bros. Discovery is not alone in its journey back to its roots. Many prominent companies have found themselves in the “brand boomerang” club—proving that sometimes it’s wiser to stay true to what works:
Coca-Cola (1985)
Coca-Cola famously attempted to reinvent itself with “New Coke,” a move that’s often dubbed the biggest marketing blunder of the 20th century. After overwhelming consumer backlash in just 79 days, fans were treated to the return of “Coca-Cola Classic.” The takeaway? Don’t tamper with a brand that resonates deeply in the hearts of consumers.
Tribune Publishing → tronc → Tribune Publishing (2016-2018)
Tribune Publishing made headlines for its ill-fated rebranding to “tronc” (short for Tribune Online Content). The move earned scorn, earning it a reputation as corporate jargon gone awry. After two tumultuous years, the company reversed course and reclaimed its well-respected name.
SurveyMonkey → Momentive → SurveyMonkey (2023-2023)
SurveyMonkey rebranded as “Momentive” in 2023, aiming for a more corporate tone. However, after two years of navigating a new identity, they rediscovered that their original brand had unrivaled recognition and trust. They reverted to SurveyMonkey in 2023, admitting that their well-known name was simply too valuable to let go.
The HBO Brand Power
Warner Bros. Discovery’s ongoing struggle for a solid identity in streaming reflects a broader quandary faced by many legacy brands: how to retain core values while adapting to modern demands.
The HBO name carries profound value—it symbolizes quality, prestige, and innovation. Diminishing its presence within the service name only served to dilute its allure rather than broaden its appeal. The takeaway? HBO isn’t merely a content provider; it’s the main attraction pulling subscribers in.
HBO’s Lessons For CMOs
What can chief marketing officers learn from this significant branding shift?
- Respect your brand equity: Before making drastic alterations to a cherished name, fully understand its emotional and market pull.
- Test, don’t assume: Warner Bros. Discovery could have mitigated confusion by gauging consumer reactions to the name change beforehand.
- Listen to usage patterns: Ultimately, the company realized that subscribers were consuming content primarily from HBO, not Discovery. Use data as your ally in branding efforts.
- Admit mistakes quickly: Warner Bros. Discovery recognized their blunder without delay, stepping back from “Max” rather than stubbornly upholding it.
Bloys encapsulated the complexities of this digital transformation, stating that HBO and numerous other companies are navigating a tricky landscape. He expressed hope, “I do hope this is the last time we have a conversation about the naming of the service.”
And don’t we all agree?
