On May 14, 2025, Warner Bros. Discovery confirmed what many in the media world had already suspected: after two years as simply “Max,” the streaming service will once again bear the name “HBO Max.” The abrupt reversal, announced at the company’s Upfront presentation, ends a controversial chapter in streaming rebranding and offers a window into the high-stakes strategizing—and occasional missteps—of legacy media giants in a rapidly shifting digital and streaming world.

The story begins in 2023, when Warner Bros. Discovery opted to drop “HBO” from its platform’s moniker, betting that “Max” would appeal to a wider subscriber base. The rationale was that by stripping away the premium cable association, the platform could broaden its image beyond high-end dramas to encompass everything from unscripted reality fare to kids’ content—a move reflecting the merger that combined HBO’s prestige programming with Discovery’s lifestyle offerings. As Business Insider succinctly put it, “the thesis was that combining HBO’s programming with reality TV programming would make a streaming service with broad enough appeal to take on Netflix.”

But if the intention was to signal evolution, the reaction revealed a resounding brand miscalculation. The name “Max” may have aimed for inclusivity, but instead sowed confusion and resentment. The most common refrain: why abandon one of the entertainment industry’s most valuable and recognizable trademarks? HBO had, for decades, stood for quality, innovation, and cultural cachet—a pillar of premium television. For many, excising those three letters diluted the service’s identity rather than expanding it. As TechCrunch put it, the rebrand “was the name change nobody wanted.”

The numbers reinforced the narrative. While Warner Bros. Discovery did not release details pinning subscriber trends directly to the name change, industry watchers and analysts pointed to a stalled momentum in Max’s growth following the rebrand. The widespread consensus, reported across The Wrap and The Hollywood Reporter, was that “Max” failed to set itself apart in a crowded field—its generic label made it harder to communicate value in an environment dominated by Netflix, Disney+, and other outspoken brands.

According to The Verge, the decision to return to “HBO Max” is a tacit admission from Warner Bros. Discovery leadership that the HBO name remains a precious asset. CEO David Zaslav and his team have faced a barrage of criticism—not only about streaming but also about strategic pivots, content removals, and the broader direction of the company post-merger. “This is yet another acknowledgment that the thesis behind the merger… hasn’t panned out,” Business Insider wrote, noting internal and external skepticism surrounding the initial rebrand.

The mea culpa, delivered in part with a “meme” distributed by the company itself, signaled a rare moment of public candor. “If you think that’s a pretty funny example of sweaty corporate pivoting and flailing—the kind of stuff that regularly got flayed on HBO’s ‘Succession’—you are not alone. The folks at WBD also acknowledge the silliness of the whole episode, and are distributing a mea culpa meme to poke fun at themselves,” Business Insider observed.

Strategically, the return to “HBO Max” suggests a renewed focus on the platform’s identity as a premium destination, leveraging HBO’s storied reputation to drive subscriptions and distinguish itself in a saturated market. With streaming consolidation and competition intensifying, brands are rediscovering the importance of heritage and clarity. In Warner Bros. Discovery’s case, the experiment with “Max” may ultimately serve as a cautionary tale for the industry: strong brands matter—ignore them at your peril.