Branding Experts Discuss Decision to Flip Max Back to HBO Max

Branding Experts Weigh in on Decision to Change Max Back to HBO Max

Warner Bros. Discovery recently announced that they would be reverting the name of their streaming service back to HBO Max after a two-year stint as just Max. This move has raised some eyebrows, with many branding experts weighing in on the decision.

According to experts, this change signifies that Warner Bros. Discovery is admitting to making a significant strategic mistake. The decision to remove HBO from the name in 2023 caused confusion among consumers, leading to this reversal back to HBO Max.

Branding experts like Eric Schiffer from Reputation Management Consultants have called this change a “corporate walk-of-shame,” indicating that it reflects poorly on the company. For Warner Bros. Discovery, this move can be likened to a costly rebranding process, undoing years of brand equity and loyalty associated with the HBO name.

David Aaker, a branding expert from Prophet, compared this move to some of the biggest branding blunders in history, emphasizing the complexity and cost associated with creating a new brand identity. Lisa Kane from Siegel+Gale highlighted that a brand name alone cannot fix underlying business strategy issues, stressing the importance of aligning branding efforts with the overall business goals.

The confusion surrounding the HBO brand in the streaming world has been ongoing for years, stemming from the introduction of HBO Go, followed by HBO Now, and then HBO Max. The decision to drop HBO from the name was intended to showcase the service’s diverse content offerings and family-friendly image. However, the recent change back to HBO Max indicates a shift in strategy towards catering to adult and family audiences specifically.

Despite the mixed reactions to this rebranding decision, Warner Bros. Discovery’s streaming chief JB Perrette has reassured audiences that HBO Max will remain focused on providing unique and high-quality content for adults and families. This latest move reflects the company’s commitment to delivering a distinct streaming experience that sets HBO Max apart from its competitors.