HBO Max Name Change Sparks Corporate Crisis

Branding Blunders: HBO Max’s Rebranding Rollercoaster

The Backlash & Corporate Walk of Shame

Warner Bros. Discovery knew the announcement that it was restoring “HBO” to the name of its Max streamer would elicit forehead-slapping derision. The media company tried to preempt mockery of the move by posting a slew of self-deprecating memes immediately after it said the “new-ish” HBO Max name would come back this summer. But the consensus among branding experts is that WBD’s decision to resurrect HBO Max after two years of life as Max was a tacit acknowledgement that it committed a big strategic error, one that continues to cause confusion.

“Re-adding ‘HBO’ isn’t a rebrand — it’s a corporate walk-of-shame,” said Eric Schiffer, chairman of L.A.-based Reputation Management Consultants, which provides celebrity PR and branding consulting. “Every neon ‘Max’ banner hangs like a scarlet letter of incompetence.” He added, hyperbolically, that “stripping it costs more than some streamers spend on content.”

Popular on Unionjournalism by excising HBO from the streamer’s name in 2023, “Warner Bros. Discovery destroyed 50 years of prestige,” Schiffer said. “Now it has to haul that gravestone back and pay for the funeral twice.” The latest name change is an attempt to correct one of corporate America’s biggest branding fumbles, behind only to Elon Musk rechristening Twitter as X, said branding expert David Aaker, vice chairman at Prophet, a business strategy and marketing consulting firm. (Indeed, Max’s account on the social platform formerly known as Twitter was all set to troll Musk: “Your move, X,” it wrote in a post Wednesday.) Others have likened the previous change from HBO Max to Max to the famous ’80s New Coke marketing debacle.

The “New Coke” Effect: A History of Branding Missteps

Aaker said WBD’s flip-flopping from HBO Max to Max to HBO Max was an example of corporations underestimating the cost and complexity of creating a new brand. “Going from HBO Max to Max was the pinnacle of walking away from brand equity, brand loyalty and brand clarity,” he said.

Lisa Kane, strategy director at branding consultancy Siegel+Gale, said that a brand name “only goes so far when the business strategy is unclear.” “The changes to HBO Max force the question: What are WBD’s goals for HBO? Is it to reclaim their ‘quality’ mantle, if that’s even possible given the competition?” she said. “If so, it’s not just about the brand or the name. They’ll need to make hard decisions about the content and product experience, and be willing to execute against that.”

The brand confusion surrounding HBO in the streaming realm goes back years, before Warner Bros. Discovery was formed from Discovery’s acquisition WarnerMedia (previously called Time Warner; there’s another naming muddle for you). Originally, the premium cabler introduced the HBO Go service for authenticated pay-TV subscribers, before launching the standalone HBO Now in 2015 — and then trying to clean it up with HBO Max.

HBO’s History with Streaming Services

So what were WBD execs thinking when they dropped HBO, which has long been a gold standard of premium television programming, from the service’s name? The rationale was twofold. One was to reflect the expanded content lineup with the addition of thousands of hours of content from Discovery networks (which, according to a company slide deck at the time, was expected to help the “male-skewing” HBO Max attract more female viewers). The other stated reason was to convey that Max was family-friendly: HBO’s brand stands for “edgy, groundbreaking entertainment for adults,” WBD’s streaming chief JB Perrette said two years ago.

The company kept the HBO brand, of course, as subordinate under the Max umbrella.

Max: A Walk Back from the “New” Strategy

Fast-forward to this week, and here’s Perrette explaining that HBO Max is not going try to be a gargantuan bin that appeals to all audiences: “We will continue to focus on what makes us unique — not everything for everyone in a household, but something distinct and great for adults and families.” WBD’s social and marketing teams tried to generate goodwill by making jokes about HBO Max’s return.

The Logic (or Lack Thereof) Behind the Original Rebrand

Warner Bros. Discovery’s decision to rebrand HBO Max as Max was met with confusion and skepticism from many industry experts. The logic behind the original rebrand was twofold, with the aim of targeting a broader audience and promoting family friendliness.

Targeting a Broader Audience: Reaching Female Viewers

According to a company slide deck at the time, Warner Bros. Discovery hoped to attract more female viewers by adding thousands of hours of content from Discovery networks. The idea was to expand the content lineup and make the service more appealing to a wider audience.

However, this decision was based on a flawed assumption that the addition of more content would automatically attract a broader demographic. In reality, the success of a streaming service depends on many factors, including content quality, marketing strategy, and user experience.

Promoting Family Friendliness: A Shift in Brand Identity

The rebranding effort also aimed to convey that Max was family-friendly, with JB Perrette, the streaming chief, stating that HBO’s brand stands for “edgy, groundbreaking entertainment for adults.” The idea was to create a separate identity for Max that was distinct from the HBO brand.

However, this shift in brand identity was not well-received by many fans and critics, who saw it as a watering down of the HBO brand. The decision to remove the HBO name from the service’s branding was seen as a attempt to appeal to a broader audience, but it ultimately led to confusion and brand dilution.

The Illusion of Clarity: Confusing Consumers

The rebranding effort was also criticized for creating confusion among consumers. The removal of the HBO name led to questions about the service’s identity and what it stood for. This confusion was further exacerbated by the fact that the HBO brand was not actually removed, but rather subordinated under the Max umbrella.

The result was a service that was unclear about its brand identity and what it offered to consumers. This confusion ultimately led to a decline in subscriber numbers and a loss of brand equity for Warner Bros. Discovery.

Rebranding HBO Max: A Step Backwards?

The decision to rebrand HBO Max as Max has been met with criticism from many industry experts, who see it as a step backwards for the service. The rebranding effort has been likened to the famous ’80s New Coke marketing debacle, where a company tries to change its brand identity and ends up alienating its loyal customer base.

Addressing the Confusion: A Return to Familiarity

The decision to restore the HBO name to the service’s branding is seen as a return to familiarity for consumers. The HBO brand is well-established and respected, and its inclusion in the service’s branding is likely to appeal to fans of the service.

However, this decision also raises questions about the service’s brand identity and what it stands for. Will the service continue to offer the same level of edgy and groundbreaking content that it was known for, or will it shift towards a more family-friendly approach?

Focusing on “Quality”: Reclaiming the HBO Legacy

One of the main reasons cited for the rebranding effort was to focus on “quality” and reclaim the HBO legacy. However, this is a vague term that can be interpreted in many ways. What does “quality” mean in the context of a streaming service?

According to Lisa Kane, strategy director at branding consultancy Siegel+Gale, a brand name “only goes so far when the business strategy is unclear.” In other words, the service needs to have a clear vision and strategy for what it wants to offer to consumers, and the brand name should reflect that.

The Path Forward: Building a Strong Brand Strategy

The decision to rebrand HBO Max as Max has provided Warner Bros. Discovery with an opportunity to rebuild its brand strategy and create a clear identity for the service. However, this will require a thoughtful and strategic approach to branding, marketing, and content creation.

The service needs to define what it stands for and what it offers to consumers, and communicate that clearly through its branding and marketing efforts. This will require a deep understanding of the consumer market and what they want from a streaming service.

Lessons Learned: Navigating the Complexities of Rebranding

The rebranding effort of HBO Max has provided many lessons for Warner Bros. Discovery and the wider industry. One of the key takeaways is the importance of brand loyalty and equity.

The Importance of Brand Loyalty and Equity

Brand loyalty and equity are critical components of a successful brand. When a company changes its brand identity, it can alienate its loyal customer base and damage its brand equity.

This was seen in the case of HBO Max, where the rebranding effort led to a decline in subscriber numbers and a loss of brand equity. The decision to restore the HBO name to the service’s branding is an attempt to reclaim some of that lost equity.

Understanding Target Audiences and Market Needs

Another key takeaway from the rebranding effort of HBO Max is the importance of understanding target audiences and market needs. Warner Bros. Discovery’s decision to rebrand HBO Max was based on a flawed assumption about the needs of its target audience.

The service’s focus on family friendliness and the removal of the HBO name from the branding were attempts to appeal to a broader audience, but they ultimately led to confusion and brand dilution.

Transparency and Consistency in Messaging

Finally, the rebranding effort of HBO Max highlights the importance of transparency and consistency in messaging. Warner Bros. Discovery’s decision to rebrand HBO Max was met with confusion and skepticism from many industry experts, and the company’s messaging on the matter was unclear and inconsistent.

The decision to restore the HBO name to the service’s branding is an attempt to clarify the service’s brand identity and provide clear messaging to consumers. However, this will require a thoughtful and strategic approach to branding, marketing, and content creation.