HBO Max back again: what brands can learn from the rebrand backlash
HBO Max reclaims its name after a rocky rebrand. Here’s how its social team turned criticism into engagement.
The streaming saga continues. After several years of name-hopping—from HBO Go to HBO Now to HBO Max to Max—Warner Bros.
Discovery has now circled back to its strongest identity: HBO Max.
This article explores why the HBO Max brand has reemerged, how its social team is handling the backlash, and what marketers can learn from the streaming giant’s meme-fueled response.
Short on time?
Here’s a table of contents for quick access:
- What’s behind HBO Max’s latest rebrand
- Social media roasted the change—then HBO joined in
- What marketers should know
Patrecia Meliana
What's behind HBO Max's latest rebrand
Warner Bros. Discovery’s streaming journey has been anything but smooth. Since 2020, the company has cycled through multiple brand identities in a bid to unify content from HBO, Warner Bros., Discovery, and more.
In 2023, the company unveiled “Max” as a one-stop streaming hub for everything from prestige HBO shows to lifestyle, reality, and kids programming. It was meant to signal breadth—but it backfired. The removal of “HBO” from the name sparked confusion and, arguably, diluted the premium perception the HBO brand had built over decades.
Now, the company is reversing course. "We believe HBO Max far better represents our current consumer proposition," said Casey Bloys, Chairman and CEO of HBO and Max content. The move is a nod to HBO’s legacy as a premium content brand, one that’s “worth paying for.”
This identity whiplash hasn’t gone unnoticed. In the span of a few years, HBO’s streaming service has rebranded five times—a fact that has become meme fodder across social media.
Patrecia Meliana
Social media roasted the change, then HBO Max joined in
Users on X (formerly Twitter), Instagram, and TikTok didn't hold back. Some compared the rebrand chaos to Elon Musk’s renaming of Twitter to “X.” Others mocked the perceived waste of resources.
But instead of staying defensive, HBO’s social team leaned in. And it worked.
One standout meme features Euphoria’s Maddy Perez saying, “B****, you better be joking,” in a timeline of the rebrands.
What she said. pic.twitter.com/nUDClK8i9G
— HBO (@HBO) May 14, 2025
Another clip from Game of Thrones shows Jon Snow resurrecting—with the caption “HBO Max coming this summer. Same app, new-ish name.”
On X, @StreamOnMax posted an Uno reverse card animation flipping from Max back to HBO Max.
https://t.co/LZ4RKYRF92 pic.twitter.com/Qj7dTyIE1g
— Max (@StreamOnMax) May 14, 2025
The account’s bio now reads: “These rebrands are trying to murder me,” referencing White Lotus season 2.
Even regional handles joined the fun. @StreamOnMaxSG on Instagram responded to a user’s sarcastic concern for the marketing team’s sanity with a crying Cassie Howard (also from Euphoria) and the caption: “Send help.”
By embracing mockery, HBO effectively turned criticism into buzz—and even rekindled fan interest in dormant franchises. Users flooded comment sections asking for more Game of Thrones spin-offs and new Euphoria seasons.
A name reclaimed. pic.twitter.com/PG6ycGaFwK
— Game of Thrones (@GameOfThrones) May 14, 2025
What marketers should know
This chaotic but self-aware campaign offers several key lessons for brand marketers navigating public backlash or rebrands:
1. Own the narrative—even when it turns on you
Rather than ignore or delete criticism, HBO’s team joined the conversation. By participating in the meme cycle, they reframed the narrative and reminded fans why they loved HBO in the first place.
2. Embrace humor to rebuild trust
A self-deprecating tone can humanize brands, especially when dealing with complex or unpopular changes. HBO’s meme strategy diffused tension and reignited engagement across fan bases.
3. Let legacy brands do the heavy lifting
The pivot back to “HBO Max” is more than nostalgia—it’s a lesson in brand equity. Marketers juggling multi-brand portfolios should tread carefully when sunsetting established names.
4. Capitalize on cultural moments
HBO’s team tapped into fandoms, iconic quotes, and trending humor to maximize reach. For marketers, aligning your messaging with pop culture—when done authentically—can amplify resonance.
Conclusion
While the streaming wars continue, HBO Max’s brand flip offers a rare moment of marketing clarity: when in doubt, listen to your audience—and don’t be afraid to laugh with them. For marketers, it’s a timely reminder that brand equity, audience connection, and humility still win the day.
