The world that we now inhabit is the one created for us by the biggest and best streaming platforms out there – but that doesn't mean those platforms always know what strategy to actually stick to. The perfect case in point has been provided today by the return of the HBO Max brand, if you ever noticed it actually leave.
A couple of years ago, Warner Bros. Discovery (WBD) made a change that was fairly widely mocked at the time, stripping the "HBO" from its streaming platform to rebrand it as purely "Max". The idea was, in theory, to help spotlight the fact that it had more to offer than just HBO content, although HBO remained the jewel in its crown.
