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Branding Experts on Decision to Flip Max Back to HBO Max: ‘A Corporate Walk of Shame’
Branding experts said Warner Bros. Discovery's decision to resurrect the HBO Max name was a tacit acknowledgement that it made a strategic error.
The other stated reason was to convey that Max was family-friendly: HBO’s brand stands for “edgy, groundbreaking entertainment for adults,” WBD’s streaming chief JB Perrette said two years ago. Fast-forward to this week, and here’s Perrette explaining that HBO Max is not going try to be a gargantuan bin that appeals to all audiences: “We will continue to focus on what makes us unique — not everything for everyone in a household, but something distinct and great for adults and families.” The account also shared a topical pope wisecrack with an image of white smoke billowing from the Warner Bros. Water Tower signaling that “a new brand has been chosen,” and a spin on the Spider-Man pointing meme featuring DC’s Superman.
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