Alex Sherman & Lillian Rizzo (I linked to the Apple News piece above, but here’s their actual CNBC report, which Medium can’t seem to parse):
Warner Bros. Discovery executives are close to formalizing a new name and platform for its soon-to-be-launched streaming service that will combine the preexisting HBO Max and Discovery+ services.
The merged platform’s expected name, “Max,” is being vetted by the company’s lawyers, according to people familiar with the matter.
Executives haven’t finalized a decision and the name could still be changed, but Max is the likely choice, said the people, who asked not to be named because the discussions are private. Some senior executives are still debating a final name, said two of the people. Internally, Warner Bros. Discovery has given the new service a code name of “BEAM” while a final name is being debated, said the people. Lawyers are vetting other names, as well.
I’ve long been fascinated by this branding exercise. First and foremost because it has caused a shitshow of confusion since basically day one. But also because it seemed like the most outward facing sign that then-owner AT&T was “monkeying with HBO’s swing” (trying to destroy what made them great). HBO spent decades building up brand cachet, and AT&T spent a few weeks wiping it out, was the thought.
But actually, I have to give — well, someone — some level of credit here. HBO Max is considered one of the leader leaders/winners in the streaming space. Awful app experiences aside — and really, those obviously shouldn’t be an aside — the content game is strong with HBO Max and while it’s not the same as it was with HBO, the brand hasn’t taken the full hit I feared.
So naturally, with the transition to the new name seemingly settled, it’s time to monkey with it again. New owner Discovery of course wants to once again re-brand the service, in part to denote another change (adding in all the Discovery content alongside the Warner/HBO content). And apparently they’re zero’ing in on the name ‘Max’.
Look, I have a soft spot for the name, largely because I presciently made the case for it some two and a half years ago:
I mean, it’s fine. It’s so generic that it won’t piss off anyone at least. And, as mentioned in the tweet, it sort of hearkens back to Cinemax (though maybe also to “Skinemax”!) which I guess still exists as a Warner property. But it’s also comically vanilla and bland. “What are you watching on Max tonight?” “Did you see that new show on Max?” Beyond it being the name of many human beings on planet Earth, it also just reminds me of the name of the diner in Saved by the Bell. But I’m weird like that. Plus, I wonder if OfficeMax — now comically called Office Depot OfficeMax… I’m serious — is going to have anything to say about Warner Bros. Discovery taking it to the Max!
Anyway, could be worse. But given the new parent company — with its own very real branding issues — I don’t know why they didn’t just go with “Discovery” itself, or some variation. If you’re going to go generic, that’s at least a far more interesting name and brand. I even sort of like the codename, “Beam” more than “Max”?
