Max logo

When to rebrand a rebrand?

As Max reverts to HBO Max, Interbrand’s Fura Jóhannesdóttir examines when and why it is wise for a brand to return to its past

Rebrands are a crossroads moment to refresh, reset and redefine a brand’s future. They’re a chance to ditch an outdated look, launch a fresh message or product and win over new audiences. Pick the right path, and you’ll see loyal customers stay, new ones come on board, and growth and success will follow. But take the wrong path and you’ll get a confused positioning which alienates your customer base, fails to attract new fans and ultimately leads to failure. Yet the good news is, if you take that wrong path, you can turn back.

Take HBO’s streaming platform. Previously called HBO Max but rebranded to Max in 2023, it has announced it is reverting back to its original name. Dropping ‘HBO’ from its name back in 2023 was a move to make the platform appear more family-friendly, with its head of streaming saying, “it’s not exactly where parents would most eagerly drop off their kids.”

Yet the drastic step in moving away from the HBO name – a name with over 50 years of heritage within the entertainment industry – meant the Max brand became disassociated from this history. HBO offered exciting and renowned series such as Game of Thrones, but Max essentially didn’t mean anything to its customers. And in a category where Netflix, Disney+ and Amazon Prime have such a dominant presence, when a streamer has a recognisable name, this becomes one of its best assets.

HBO Max rebrand joke
Top image: Max logo. Image courtesy Shutterstock; Above: Warner Bros Discovery makes light of its decision to revert to HBO Max