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

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

Max reverting its name to HBO Max is a sign of bigger failures. In what confused, mixed-up universe is Warner Bros. Discovery ...

HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it ...

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but ...

HBO Max has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

We’re not quite there yet, but it sure feels imminent.