Branding experts said Warner Bros. Discovery's decision to resurrect the HBO Max name was a tacit acknowledgement that it made a strategic error.

Discovery is rebranding its streaming service to “HBO Max.” Again. The entertainment company said Wednesday that it would return to the service’s original moniker from its 2020 launch. It dropped the HBO in 2023,

The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

Warner Bros. Discovery is hitting rewind on Max’s branding, bringing back the HBO name it dropped from the streaming service two years ago. The company will rebrand its streaming platform as HBO Max this summer,

Max, formerly HBO Max, is now HBO Max again. Warner Bros. Discovery announced the change today, rolling back one of the clumsiest rebrands in history from a streaming service that’s had more than its share of clumsy ideas.