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We're not quite halfway through the year, but HBO Max has already given us a candidate for the most contentious rebrand of 2023. Now just called Max, the streaming platform continues to be mocked online for having to use its new strapline to clarify that it is actually still the home of HBO content.
One big winner to emerge from the debacle is NBC's rival platform, Peacock. It's dramatically upped its street cred with a single tweet poking fun at the controversy. The platform has promised not to follow the same strategy . I know you’re all very disappointed, but I will *not* be dropping the first half of my name any time soon 👀In case you missed the news, HBO Max is now just Max. But to make sure we understand that it's effectively still HBO Max, its new strapline is"The one to watch for HBO"... right.
The merits of a rebrand are always doubtful when it needs to be explained, making the identity more convoluted than before. But this isn't the only criticism it's facing. Many people are also bemused by the fact that Max has gone and adopted the same brand colours as just about every other streaming platform out there.
I'd like to be deadly serious for a minuteIs this the worst rebrand of all time?"THE ONE TO WATCH FOR HBO"They probably paid millions and millions of dollars for that line. Disgusting. pic.twitter.com/UguqkXvvHOAt least the new MAX app chose blue to differentiate itself from every other streaming app… pic.twitter.com/YqY7ycN0lV
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