Warner Bros. Discovery Just Reversed That Terrible ‘HBO Max’ Branding Decision

I love movies and TV shows of all kinds, but I have to admit I have a soft spot for HBO. The channel is responsible for some of my favorite TV experiences of all time: Game of Thrones, Barry, Silicon Valley, and now The Last of Us all come to mind. I'll watch anything on any platform that looks intriguing enough, but when HBO is attached, I'm even more likely to watch.

That's why it made absolutely no sense at all for Warner Bros. Discovery to remove the name of one of the most respected brands in show business, truncating HBO Max to just Max. HBO hasn't gone away: The channel is still a massive part of the streaming service, offering its past catalogue as well as producing new shows as it always has. But there are also "Max Originals," which are not HBO shows but available on the platform formerly known as HBO Max. Not confusing at all.

It's been two years since the name change, and it seems like the decision has been a success. Oh, sorry, did I say success? I don't have access to Warner Bros. Discovery's internal data, but I imagine it hasn't been a success, seeing as the company is now bringing back HBO Max from the dead.

Somehow, HBO Max returned

It's true: Warner Bros. Discovery is returning HBO to its platforms' name this summer. No longer will you need to tell your friends to open Max to watch the latest episode of Hacks or The White Lotus (were there many of us still calling this anything but HBO anyway?)

The company won't necessarily admit the name change was a bad idea, but it does offer a corporate explanation. JB Perrette, the company's President and CEO of Streaming, said that “This evolution has also been influenced by changing consumer needs...No consumer today is saying they want more content, but most consumers are saying they want better content.”

Perrette also said they've been "iterating" on the idea for the past two years, which sounds to me like the company had immediate regrets after ditching the HBO brand. Perrette references Warner Bros. Discovery CEO David Zaslav's, who reportedly championed the idea that the company should "go back to including HBO in the brand, because nothing stands for distinction and quality more than HBO.” Well, duh.

At least the official HBO X account is having a fun time with the news:

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