News

Inside the Warner Bros. Discovery Upfront: Branding Whiplash and “The ‘White Lotus’ Effect”
"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the ...
Warner Bros. Discovery’s streaming service Max becomes HBO Max — again
HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated ...
HBO Max Is Back As Warner Bros. Discovery Changes Name, Again
After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the ...
Returning the HBO to Max Is Latest Sign of Potential Warner Bros. Discovery Split
Warner Bros. Discovery did not respond to The Hollywood Reporter's request for comment on the Faber report. The only split ...
Warner Bros. Discovery CFO basically admits Max rebranding is because people like HBO, not crap
The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the ...
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Dropping HBO Was a Mistake, and Warner Bros. Discovery Isn’t Afraid of Admitting It
Warner Bros. Discovery’s decision to revive the HBO Max brand marks a strategic recalibration toward premium storytelling and brand clarity.
Warner Bros. Discovery CFO Explains Reasoning Behind Max Rebrand, Potential Company Split
Gunnar Wiedenfels told an investors conference "there’s a lot more openness to discuss the options" ahead for additional ...
Branding Experts on Decision to Flip Max Back to HBO Max: ‘A Corporate Walk of Shame'
Warner Bros. Discovery knew the announcement that it was restoring “HBO” to the name of its Max streamer would elicit ...