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,

Gunnar Wiedenfels told an investors conference "there’s a lot more openness to discuss the options" ahead for additional industry consolidation in a disruptive streaming era.

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.

Warner Bros. Discovery executives are reinstating the name HBO Max for the popular streaming service. It’s the fourth name change for the app in the last decade.

Max is now HBO Max. Again. No, I'm not joking. Less than two years after Warner Bros. Discovery changed the streaming service and ditched the HBO brand name, they've finally come to their senses and admitted that maybe HBO is why people want Max.

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.