The news: Warner Bros. Discovery is walking back its 2023 decision to drop "HBO" from the name of its streaming platform. This summer, the service will once again go by HBO Max, reinstating one of the most recognized names in entertainment.

• The announcement came during the company’s Upfront presentation, where executives acknowledged that the original rebrand to "Max" failed to resonate with audiences.
• While no one at WBD openly labeled the move a mistake, leadership admitted the new name hadn’t achieved the desired effect and emphasized the need to "amplify the uniqueness" of the service.
• Execs cited the strength of the HBO brand as a reason for the course correction, reflecting a renewed focus on quality.
• The Verge called it one of the clumsiest pivots in recent memory, and critics across the industry questioned why a network known for prestige would drop its most valuable branding asset in favor of a generic, forgettable alternative.

Why it matters: This name swap is an admission that consumers care deeply about the signals a brand sends. HBO was synonymous with high-end content.

Key consequences of the rebrand:

• Confusion reigned. Viewers couldn’t tell what kind of service “Max” was or how it differed from HBO.
• Prestige was diluted. The cultural weight of “HBO” was lost, hurting its perception as a premium offering.
• Critics pounced. From social media mockery to harsh press, the move became a case study in brand mismanagement.