HBO Hits Undo

HBO wants to be in on the joke.

HBO has been on a bit of a branding merry-go-round. HBO’s streaming service was HBO Go, then HBO Now, then HBO Max, then just Max.

Earlier this month, Warner Bros. Discovery said it was going back to the HBO Max moniker for its streaming service.

Between mergers and shifting apps and offerings, the need to update the name and structure was understandable. But with Max, critics were quick to point out that the updates did little to clarify the offering and actually removed the most reputable and recognized part of the brand – HBO.

The company acknowledged as much in the release announcing the switch. Here’s David Zaslav, President and CEO of Warner Bros. Discovery:

“Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”

It’s Not Max … It’s HBO Max

What makes this identity iteration unique has been HBO’s rollout and response to criticism.

The initial announcement is what you’d expect. But the advertising and social push were fully in on the joke.

HBO’s social channels were filled with memes and self-deprecating jokes about doubling back on the brand. Most include references to some of HBO’s most popular shows (a clever nod to its reputation for quality content).

The company even baited John Oliver into a hot take on the rebrand.

The lighthearted push works on a couple levels. It acknowledges the botched branding efforts and puts HBO on the side of its audience. It shifts the narrative from the rebrand to the response – without diminishing awareness. Most importantly, it allows the company to go back to what most agree is a better brand – HBO Max.