NEW YORK (AP) — HBO is returning — at least in a name. Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max.

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

Actor and comedian Tim Meadows had arguably the best response to Warner Bros. Discovery bringing back HBO Max.

Warner Bros. Discovery will rename its streaming service Max back to HBO Max this summer, recognizing the strength of the HBO ...

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

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

After two years, the home of HBO is putting its most valuable brand back in the name of its streaming service.

The HBO Max name is returning to your screen. Find out why Warner Bros. Discovery is once again reversing course on its Max ...

Warner Bros Discovery is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service ...

"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the ...

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