"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

Warner Bros. Discovery announced that the streaming platform Max is set to become HBO Max again, two years after the company decided to drop HBO from its name.

After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity.