"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

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.

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.