HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it will only spark confusion.

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

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.

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

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

HBO Max launched in 2020, but Warner Bros. Discovery relaunched the service three years later, filling it with content from its other properties, like Discovery, TLC, and HGTV. As part of the relaunch, it renamed the service to just “Max” to signal that it’s suitable for kids and families.

The social team at Max probably knew it would be made fun of for backpedaling on its name, so it joined in on the roast.