Corporate rebrands are notoriously fraught. Few companies dare to reverse their public course, but Warner Bros. Discovery did ...

Critics likened the flip-flop to Elon Musk’s Twitter-to-X saga, while others questioned the millions spent just to land back ...

The Warner Bros. streamer had a full circle moment and is now called HBO Max. The social media handles of the streamer had a ball while making the announcement.

In this Sunday edition of BI Today, we're talking about what's at stake for consumers and retailers in the face of Trump's ...

But the real-world ripple effects of the current tariff ... cuts see the effort as a good thing. Max is roasting its own rebrand The streamer is tacking "HBO" back onto its name after abandoning ...

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that ...

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that hasn't stuck. Here's what to know about the rebrand (and some others of note).

Now that the dust has settled, TV upfront negotiations between marketers, agencies, networks and streamers are only just ...