An explanation of the Max/HBO rebranding in this article:
What Elmo, Netflix and HBO Max tell us about the state of streaming
By Ryan Faughnder, Hollywood Inc. Senior Editor, LA Times - May 19, 2025
https://www.latimes.com/entertainment-arts/business/newsletter/2025-05-19/hbo-max-redux-and-the-end-of-streamings-plus-sign-era
… After AT&T took over, WarnerMedia launched HBO Max, a much reviled rebranding that was meant to make room for more populist content, including “Friends” and “The Big Bang Theory.” It also allowed for more kids’ programming, such as shows from Cartoon Network and Hanna-Barbera, along with “Sesame Street.” Then came Zaslav, who stripped HBO from the streamer’s name entirely, leaving it as just Max. Part of the justification of the change was that the name HBO, while well known and respected among fancy people in New York and L.A., was a turnoff for Middle America and those who might otherwise sign up to binge-watch “Dr. Pimple Popper” and Guy Fieri.
:
The decision to excise the HBO moniker was widely derided at the time as flawed managerial thinking. Larry Vincent, a professor at USC Marshall School of Business and former UTA chief branding officer, called it a “classic case of right question, wrong answer” that will go down alongside New Coke in the annals of marketing blunders. The name HBO has historically stood for quality, to the point that when people try to describe Apple TV+’s boutique streaming strategy, they compare it to early HBO. Last week, in an effective mea culpa during the media business’ big upfront week of presentations for advertisers, the company said the service would be called HBO Max again.
“It just violated everything we know about how you build a premium brand,” Vincent said of the earlier rebrand. “HBO has been at this for 50 years. It connotes a certain level of quality…. What we see now is that this is a reset to going back to the default position, because they realized this was silly.” ….