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Why Did HBO Max Become Max? Behind the Streamer’s Relaunch Strategy

Todd Spangler NY Digital Editor This week, HBO Max faded to black — and was reborn as Max. But many people are still wondering: Why did Warner Bros. Discovery decide to change the name? HBO, after all, remains a solid-gold brand representing premium-quality original TV shows, going back decades, from “The Sopranos” and “Curb Your Enthusiasm” to “Game of Thrones” and “Succession.” Meanwhile, Max, as observers have pointed out, is a pretty generic name from a branding standpoint. (Note that the Twitter handle @Max belongs to Instacart co-founder Max Mullen, while on Instagram it’s held by hockey star Max Domi, a forward for the Dallas Stars.) Here are the two basic reasons Warner Bros. Discovery chose to excise HBO from the HBO Max with the relaunch:

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