NEW YORK (AP) — HBO is returning — at least in a name. Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max.

Max, the Warner Bros. Discovery’s premier streaming platform, will be rebranded HBO Max, leveraging the HBO content branding.

The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, ...

Discovery beat a resolute retreat yesterday from the controversial decision to cut “HBO” from the name of the HBO Max ...

Actor and comedian Tim Meadows had arguably the best response to Warner Bros. Discovery bringing back HBO Max.

Warner Bros. Discovery will rename its streaming service Max back to HBO Max this summer, recognizing the strength of the HBO ...

Yesterday, it was announced during HBO's Upfronts presentation that A Knight of the Seven Kingdoms, its next Game of Thrones ...

As Max re-rebrands to HBO Max, Magnolia Network's programming on the streamer expands this month with the addition of Joanna ...

In a move that has many of us saying, "Well, duh," Warner Bros. Discovery has announced it's walking back a major branding ...

How much motivation does a company founder need to make their company a success? In the case of Chime, a fintech firm whose ...

Max is now HBO Max. Again. No, I'm not joking. Less than two years after Warner Bros. Discovery changed the streaming service ...