Another one of these puzzling moments when Max rebranded one again, announcing it'll go back to being referred to as HBO Max. Jame Gunn poked fun at the situation, while exec Casey Bloys admits he's been personally stressed about it.

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

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."

Normally, Conan O'Brien and the "Inside the NBA" stars get the biggest laughs at a Warner Bros. Discovery (and before that, a Turner Networks) upfront. O'Brien wasn't there, instead appearing via a quick,

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

Warner Bros. Discovery has announced the renaming of its streaming platform Max to its former name, HBO Max, this summer. They dropped the HBO from the logo in 2023 to broaden their appeal, but now have decided against it.

Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

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's name to create the breezily-named Max streamer, Warner Bros. Discovery has decided to reverse course.