Max will rebrand once more as HBO Max. Speaking on stage during Warner Bros. Discovery’s Upfront presentation to advertisers, HBO chief executive Casey Bloys announced that the company’s streaming platform,

“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.”

A little more than two years after lopping “HBO” off of the streamer’s name to create the breezily-named Max streamer, Warner Bros. Discovery has decided to reverse course. Max — the unloved mononymous identity, too cool or too anxious to acknowledge its origins — is HBO Max once more .

After two years as Max, HBO Max is once again becoming... HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity

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.

Discovery announced during Wednesday's Upfront presentations that its big streaming app, Max, will be rebranded once again. And it's a name we're all familiar with. It's "the plot twist everyone's been waiting for,

Warner Bros. Discovery marketing chief Shauna Spenley says she and other senior execs expect a "hot take" from John Oliver on the HBO Max rebrand.

Cleveland Cavaliers guard Max Strus attempted to light a fire under his teammates prior to Game 5 of their second-round playoff series. Before Game 5 tipped off, TNT's Jared Greenberg revealed Strus texted the Cavaliers group chat: "If you don't believe, then don't show up for work."