Rebrand. Rebrand. Rebrand again.
If you’ve been watching the streaming wars unfold over the past few years, you’ve probably noticed the wild ride HBO has taken with its brand. From HBO Go to HBO Now, then HBO Max… and then just Max. And now? We’re back to HBO Max. Confused? You’re not alone.
But as chaotic as it sounds, there’s a valuable lesson here—actually, several. If you’re a business owner, marketer, or creative director, the HBO Max saga is a case study in what not to do in a rebrand—but also a shining example of how to gracefully recover when you’ve made a branding misstep.
Let’s break it down.
Mistake #1: Walking Away from Brand Equity
HBO has been a household name for decades. It’s a legacy brand known for prestige television—”The Sopranos,” “Game of Thrones,” “Succession.” When Warner Bros. Discovery decided to drop the “HBO” from “HBO Max” and rebrand it as simply Max, they weren’t just changing a name. They were tossing out years of brand recognition and audience trust.
Takeaway: If your brand already holds weight, think twice before letting it go. You might be aiming for a broader audience, but clarity and trust often outweigh the desire to be everything to everyone.
Mistake #2: Confusing the Customer
What is Max? Is it different from HBO Max? Is my subscription still valid? What content is included? Customers were left scratching their heads.
Takeaway: A successful rebrand needs to be crystal clear—internally and externally. Messaging must be cohesive across all platforms, and the customer journey should be seamless.
Redemption: How HBO Handled the Comeback
This is where HBO deserves real credit.
They didn’t double down on the mistake. They listened to feedback, read the room, and did something many companies are too proud to do: they owned it. Without much fanfare, they strategically brought “HBO” back to the forefront. They went back to what made HBO, well, HBO. As part of the announcement, they also coordinated a communications effort from many of its shows and personalities to roast and poke fun at the change before anyone else could.
Takeaway: When you mess up a rebrand (and hey, it happens), the best move is humility, clarity and maybe a bit of humor. Be honest, be human, and course-correct with confidence.
What This Means for Your Brand
Rebranding is about more than new colors, logos, or taglines. It’s about storytelling. Clarity. Earning trust.
I work with clients to make sure their branding evolves intentionally—not chaotically. Whether you’re launching a new venture, refreshing a tired look, or recovering from a not-so-great design decision, I’m here to guide you with strategy, creativity, and honesty.
Let’s make your brand unforgettable—in a good way.
👉Get in touch to work with me and let’s build something that makes sense and stands out.
