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

The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the ...

Branding experts said Warner Bros. Discovery's decision to resurrect the HBO Max name was a tacit acknowledgement that it ...

May 15 (UPI) -- HBO has announced that the name of its streaming service is changing back from Max to HBO Max this summer.

The decision to rebrand from HBO Max to Max and back again has people laughing. At least HBO Max can laugh at itself, too.

Gunnar Wiedenfels told an investors conference "there’s a lot more openness to discuss the options" ahead for additional ...

Max has announced that the streaming service will revert to its old name "HBO Max." Executives say they're going for quality over quantity.

Strategic shift leverages HBO’s prestige to boost brand recognition and reconnect with premium content loyalists across ...

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

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

The rebranding follows a broader strategic realignment at WBD, which the company says has helped reverse streaming losses by nearly $3 billion over two years and add 22 million subscribers globally in ...