Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

Warner Bros. Discovery's (WBD) streaming service Max will be called HBO Max starting this summer, bringing back a name that WBD curiously ditched a couple of years ago.

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

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

Warner Bros. Discovery shocked advertisers at its upfront, announcing the re-rebrand of HBO Max. Plus, it discussed new ad tech and IP for ad partnerships.

With this change, Warner Bros. Discovery wants to show customers that it can "drive the service forward and amplify uniqueness" from what it can offer on its streaming experiences, with HBO Max taking the lead. Read Also: Max Offers Free Live Sports, News Content for Subscribers to Enjoy at No Extra Charge

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

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

The Cannes Film Festival imposes a new dress code, forcing Halle Berry to switch attire. Warner Bros Discovery revives the HBO Max brand globally. Sean 'Diddy' Combs faces serious allegations from his ex-girlfriend,

“I am completely bewildered by the HBO Max rebrand,” says Debbie Millman, a designer, brand consultant, and host of the Design Matters podcast. “HBO took four decades of prestige and casually tossed it all into a dumpster, lit a match, and cheered as it burned.”