Warner Bros. Discovery knew the announcement that it was restoring “HBO” to the name of its Max streamer would elicit ...

HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it ...

We’re not quite there yet, but it sure feels imminent.

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

Netflix's co-CEO weighed in on Warner Bros. Discovery's decision to revert to HBO Max branding. The streamer used to be ...

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

The decision to rebrand from HBO Max to Max and back again has people laughing. At least HBO Max can laugh at itself, too.

During Wednesday's upfront presentation, Warner Bros. Discovery announced Max will be rebranded as HBO Max starting this ...

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

Warner Bros. Discovery executives are reinstating the name HBO Max for the popular streaming service. It’s the fourth name ...

Max is now HBO Max. Again. No, I'm not joking. Less than two years after Warner Bros. Discovery changed the streaming service ...

The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, ...