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

Discovery beat a resolute retreat yesterday from the controversial decision to cut “HBO” from the name of the HBO Max ...

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

With this change, Warner Bros. Discovery wants to show customers that it can "drive the service forward and amplify uniqueness" from what it can offer on its streaming experiences, with HBO Max taking ...

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

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