Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

Warner Bros. Discovery's (WBD) streaming service Max will be called HBO Max starting this summer, bringing back a name that WBD curiously ditched a couple of years ago.

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

Warner Bros. Discovery shocked advertisers at its upfront, announcing the re-rebrand of HBO Max. Plus, it discussed new ad tech and IP for ad partnerships.

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

So we'll ultimately have to wait and see if ESPN's bundle can dethrone cable or Netflix, which at just $7.99 a month with ads also gives you live sports, shows and movies for much less than $35.99 a month (albeit offering an inferior selection of all three, for the most part).

Warner's streaming service gets old name back Warner's streaming service, the home of hits including "The Last of Us" and "Hacks," is changing its name again -- back to HBO, the company announced Wednesday.

“I am completely bewildered by the HBO Max rebrand,” says Debbie Millman, a designer, brand consultant, and host of the Design Matters podcast. “HBO took four decades of prestige and casually tossed it all into a dumpster, lit a match, and cheered as it burned.”