Reverting from Max back to HBO Max signals a failure of brand strategy, and worse, a disconnect with the modern consumer. While HBO is a legacy name with cultural cachet, returning to it undercuts the broader ambition Warner Bros. Discovery initially had for Max: To serve as a unified, all-encompassing streaming platform housing a multitude of content.
First off, the move breeds confusion. Audiences have only just begun adapting to the Max identity. Changing the name again creates brand whiplash, potentially disrupting search habits, app recognition, and marketing continuity. Consumers value consistency; this about-face risks eroding trust.
Next, it dilutes the clarity of the platform’s offering. HBO is synonymous with prestige television, but Max hosts a wider content spectrum including reality and unscripted shows as well as family-friendly fare. Reattaching “HBO” implies a narrower focus and risks alienating viewers who come for variety, not just drama. It creates a mismatch between brand and product. And this is never a good look.
The rebrand reeks of regression. Rather than evolving or recalibrating, it feels like a retreat—a public admission that the original pivot failed. In a competitive streaming landscape, such reversals appear indecisive and reactive, inviting ridicule, causing distraction, and reducing investor and consumer confidence alike. Given HBO’s legacy, they will probably manage through, but it feels like the entire company has been bruised in the process.
Finally, it’s a missed opportunity to build something new. “Max” had the potential to become a household name—short, modern, platform-agnostic. Returning to “HBO Max” leans too heavily on legacy, when the goal should be to create a brand that reflects the future. They could have achieved their vision by leveraging their resources to message to audiences and customers Max’s value and breadth. Instead, they punted.
In short, rebranding back to HBO Max is less a bold move and more a nostalgic stumble. In today’s streaming wars, brand clarity, consistency, and relevance matter more than ever—and this pivot compromises all three in my humble opinion.
Chris Copacino, Executive Director Business Development
With nearly 20 years' experience in advertising and brand strategy, Chris has led high-impact campaigns for a wide range of clients in finance, professional sports, healthcare, CPG, and wine & spirits.
John Line, Managing Director
Whether he's guiding creative development, aligning strategic roadmaps, or mentoring talent, John brings a rare blend of business acument, operational clarity, and creative sensibility to every partnership, all with delivering breakthrough work at the forefront.
COUNTERPOINT: YES. About time! This is long overdue.
Removing the HBO name from Max has to be one of the biggest branding missteps of the past decade (right up there with renaming Twitter to X). Honestly, I don’t know a single person who actually refers to the app as “Max.” Everyone I know still calls it HBO, just like most of us still say Twitter.
Sure, I get the logic. HBO was a premium brand, known for big box office hits and iconic original series. I imagine the boardroom pitch went something like this:
“HBO means premium. But this new app includes a broader mix - Discovery shows, lifestyle content, the whole catalog.”
“We can’t dilute the HBO brand by lumping it in with all of that.”
“Let’s call it Max. That sounds broad, inclusive.”
“And inside the app, there will still be a section for HBO. That way, the premium halo stays intact.”
And logically, that tracks. But branding isn’t just about logic. It’s about emotion. People feel something about HBO. I certainly do.
Sex and the City and Six Feet Under are two of my all-time favorite shows. Game of Thrones, Hacks, the list goes on. When I was younger, I couldn’t afford HBO. I worked hard to get to a point where I could. For me—and I’m sure for many others—HBO wasn’t just entertainment. It symbolized something. A little milestone. A bit of “I’ve made it.”
And that’s where the rebrand missed the mark. So many of us are emotionally invested in HBO. We would have accepted the brand stretching to include some less-than-premium content if it meant we could keep HBO in our lives. But Max? Max means nothing to us. We don’t love Max. We love HBO.
Final thought: does it even need to be HBO Max? Why not just call it HBO and be done with it? Maybe that’s what’s next…
