Max is changing his name again this week after a failed rebranding strategy

Warner Bros. Discovery has announced the restoration of the original name HBO Max for its flagship streaming service, ending a rebranding that was considered unsuccessful and had changed the platform’s name to Max. This change will take place on Wednesday, marking a return to the previous identity that had been well received by the public.

A streaming platform that removed the most memorable part of its name

The decision to revert the name was presented during the company’s upfront ceremony in May, where an auditorium full of advertisers showed surprise and also some amusement upon hearing the news. The rebranding to Max, launched in 2023, attempted to unite HBO and Warner content on a single platform, but did not resonate as expected with consumers and advertisers.

A representative familiar with the matter confirmed to Deadline that the name change to HBO Max will take effect starting this Wednesday. This move appears to be a deliberate attempt to regain subscriber trust and strengthen the brand in an increasingly competitive streaming market.

Despite Warner Bros. Discovery’s decision, the streaming landscape continues to evolve rapidly. The perception of a failed rebranding indicates that the company is willing to listen to its users and adapt to their preferences. Some analysts suggest that this move could boost not only the platform’s popularity but also its ability to attract new advertisers as the service reinvents itself once again.

With the return of the name HBO Max, it remains to be seen how the public will react and whether subscriber loyalty will be restored, which will be crucial for Warner Bros. Discovery’s future plans in the digital entertainment sector.

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