We’re not quite there yet, but it sure feels imminent.

Warner Bros. Discovery's rebranding of HBO Max highlights the merger's failure to reach its original goal.

The HBO Max name is returning to your screen. Find out why Warner Bros. Discovery is once again reversing course on its Max rebrand.

After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity.

During Wednesday's upfront presentation, Warner Bros. Discovery announced Max will be rebranded as HBO Max starting this summer.

The change comes as Warner Bros. Discovery seeks to scale back its volume of content and focus on quality programming and storytelling.

HBO Max launched in 2020, but Warner Bros. Discovery relaunched the service three years later, filling it with content from its other properties, like Discovery, TLC, and HGTV. As part of the relaunch, it renamed the service to just “Max” to signal that it’s suitable for kids and families.

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

The social team at Max probably knew it would be made fun of for backpedaling on its name, so it joined in on the roast.