In a move that’s drawing attention across the media world, Warner Bros. Discovery is rebranding its flagship streaming service once again from Max back to HBO Max, approximately two years after dropping “HBO” from the name. The initial change was intended to broaden the platform’s appeal by reflecting its combined HBO and Discovery+ content. But some older viewers, and perhaps WB Discovery executives, thought the simplified Max branding stripped away the prestige and recognition built by HBO over decades.
As Business Insider reports, internal assessments and consumer feedback revealed that the rebrand in 2023 caused confusion and weakened the brand’s perceived value. Without “HBO” in the name, many (older) users didn’t realize the premium content they wanted was still available—supposedly hurting brand clarity and loyalty.
According to Chris Rosica, CEO of Rosica Communications, brand reputation expert, crisis communications counselor, and author of The Authentic Brand, “The majority of focus groups yield skewed, incomplete data sets that lead to misinformed branding and rebranding initiatives.” He says, “A move like this should be predicated on the brand’s goals rather than the outcomes of one or more focus groups.”
Rosica was tapped by Business Insider to comment on the news and expressed his skepticism of the rebrand for one primary reason: Rosica sees this as, “A counterproductive measure that will alienate younger audiences, the future of the business.” In the article, Business Insider reports, “Branding veteran Rosica said this move wasn’t necessary — and could backfire. Rosica said Max already had high brand awareness, especially among younger audiences. Confusion could also emerge, as some consumers may wonder if reality TV shows from Discovery are going away or if prices are changing. ‘A lot of questions will come up that really can be avoided,’ Rosica said.”
This high-profile rebrand reversal aligns with points raised in Rosica’s recent article, “The Pros & Cons of Rebranding a Well-Known Name”, which explores how rebrands can either elevate or erode brand equity depending on how, when, and why they’re executed. Rosica concludes, “The HBO Max example illustrates the risks of a rebrand and what you are committed to – the past or the future.”