A Branding U-Turn

HBO Max Returns: The Streaming Service's About Face

In May 2023, Warner Bros. Discovery launched “Max” as the new name for its streaming platform, formerly known as HBO Max.

In May 2025, the folly of that decision resulted in a branding U-turn. Last week, Warner Bros. Discovery announced that it will revert its streaming service back to the HBO Max name.

The decision marks a significant reversal in the company’s streaming strategy and highlights the enduring power of the HBO brand.

Mine was among the many marketing voices that asked “WTF!?” two years ago when this decision was made. Let’s break down the background on this public admission of a brand fail.

The Original Rebrand: From HBO Max to Max

In May 2023, the rebrand was part of a broader Warner Bros. Discovery strategy to create a more inclusive streaming service that would house content from across the company's vast portfolio, including HBO, Discovery, Warner Bros., DC Comics, and more.

At the time, executives reasoned that dropping "HBO" from the name would help attract viewers who might associate HBO exclusively with premium, adult-oriented dramas, potentially missing out on the platform's broader content offerings, such as reality shows from Discovery, family-friendly Warner Bros. films, and CNN documentaries.

Why The Rebrand Failed

The "Max" rebrand, not surprisingly, faced criticism from the start. 

Industry analysts, consumers, and marketing observers questioned the decision to distance the service from HBO, one of the most prestigious and recognizable brands in entertainment. Many pointed out that HBO's reputation for quality was actually the streaming service's greatest asset in a crowded marketplace.

Several key factors likely contributed to this week's reversal:

1. Brand confusion: The generic name "Max" lacked distinctiveness in an increasingly competitive streaming landscape.
2. Loss of premium positioning: HBO's reputation for quality content has been built over decades, and removing it from the name diluted the service's perceived value.
3. Subscriber feedback: Reports suggest that existing subscribers continued to refer to the service as "HBO Max,” or even “HBO,” regardless of the official rebrand. 
4. Recognition of HBO's value: Warner Bros. Discovery's new leadership may have recognized that the HBO name remains a powerful draw for subscribers willing to pay premium prices.

The Return to HBO Max

This week's announcement signals that the HBO brand carries significant weight and customer loyalty. The return to the HBO Max name leverages the prestige and recognition that HBO has built through decades of award-winning programming.

Warner Bros. Discovery CEO David Zaslav acknowledged in the announcement that "the HBO brand represents the pinnacle of quality in storytelling and remains our greatest asset in attracting and retaining subscribers in a competitive marketplace."

Consider, for a moment, the cultural highlights created by HBO over the past 30+ years:

·      Sex and the City (1998-2004) – A revolutionary comedy-drama following four women navigating relationships in New York City, which is based on the book by Candace Bushnell.

·      The Sopranos (1999-2007) - David Chase's mob drama following Tony Soprano's personal and professional life, which is often credited with ushering in television's"golden age."

·      The Wire (2002-2008) - David Simon's unflinching portrait of Baltimore, examining different institutions (police, docks, schools, politics, media) each season.

·      Game of Thrones (2011-2019) - The fantasy epic based on George R.R. Martin's novels became a global cultural phenomenon and HBO's biggest hit.

·      Succession (2018-2023) - Jesse Armstrong's darkly comic drama about the dysfunctional Roy family and their media empire

And this list doesn’t even include hits such as Curb Your Enthusiasm, Band of Brothers, Veep, Six Feet Under, and Sharp Objects!

It’s enough to make one ask again, “What the ever-loving f—k were you thinking in making this branding decision!?

What This Means for the Streaming Wars

This branding reversal reveals several important lessons about the streaming industry:

• Brand equity matters: In the crowded streaming space, a strong, recognizable brand with positive associations can be a crucial differentiator.
• Quality over quantity: Unlike Netflix, which spends seven times more than HBO Max to play the tonnage game, HBO’s reputation for quality continues to command premium pricing and customer loyalty.
• Listening to customers: Subscriber feedback appears to have played a role in this decision, showing that streaming services must remain responsive to their audience.
• Strategy recalibration: As the streaming industry matures, companies are adjusting their approaches based on market realities rather than speculative forecasts.

Looking Forward

As HBO Max reclaims its name, the service will continue to face challenges in the competitive streaming market. However, this move suggests a renewed focus on the strengths that made HBO successful in the first place: premium content, distinctive programming, production quality, cultural relevance, and a clear brand identity.

For subscribers, the return to HBO Max likely signals a recommitment to the quality programming associated with the HBO brand, while still offering the broader content library that came with the Max iteration.

The branding about-face demonstrates that even in the rapidly evolving streaming landscape, some traditional business values—such as strong brand recognition and association with quality—remain powerful assets worth protecting.

Thank you to Zaslav and crew for putting “Max” out of its misery.

The Shortsightedness of "Employer Brand": Why Your Brand Is Simply Your Brand

You know that feeling you get when you’re in a meeting or conversation and someone uses a term they feel very confident about but that inwardly (and perhaps outwardly) makes you cringe?

“Employer brand” is one of those terms for me. I heard it used last week in a business meeting and I had to sit on myself to not go off on the speaker.

In the realm of corporate word speak, we've witnessed the rise of the term "employer brand" - a concept meant to distinguish how a company presents itself to potential employees versus how it presents itself to consumers. But this bifurcation of a brand’s identity represents a fundamental misunderstanding of what a brand truly is. A brand isn't something that changes depending on who's looking at it - it's the holistic perception of your organization held by all stakeholders.

The Artificial Divide

When companies separate their "employer brand" from their "consumer brand," they create an artificial division that can lead to inconsistent messaging and experiences. This siloed approach suggests that a company can be one thing to its customers and something entirely different to its employees or partners. In reality, these boundaries are porous; employees are often customers, customers may become employees, and everyone talks to each other.

Consider how jarring it is when a company projects values like innovation and respect in its consumer-facing communications but maintains rigid hierarchies and outdated practices internally. Or when a brand promises sustainability to customers while employees witness wasteful practices behind the scenes. These disconnects are not just hypocritical—they're unsustainable.

A Unified Brand Experience

Your brand is the sum total of all perceptions about your organization. It's shaped by every interaction with every stakeholder—whether they're buying your product, working in your office, investing in your company, or simply hearing about you from a friend. Each experience either reinforces or undermines your brand promise.

The most successful organizations understand this and ensure consistency across all touchpoints. Apple doesn't have an "employer brand" distinct from its consumer brand. The same attention to design, innovation, and user experience that defines Apple products also shapes its corporate campus, hiring practices, and employee culture.

The Business Case for Brand Unity

Beyond philosophical arguments, there's a compelling business case for viewing your brand holistically:

1. Authenticity builds trust. When your external messaging aligns with internal reality, stakeholders develop deeper trust in your organization.
2. Employees are your most powerful brand ambassadors. They carry your brand message to the market in ways advertising never could.
3. Talent attraction is more effective when candidates already understand and believe in your brand from their experiences as consumers or through genuine reputation.
4. Operational clarity emerges when all decisions are filtered through a single, coherent brand strategy and position rather than multiple competing versions.

Moving Beyond "Employer Brand"

Instead of developing a separate employer brand, organizations should focus on extending their core brand principles into the employee experience. This means:

• Ensuring your culture embodies the values you project externally
• Creating employee experiences that reflect the same care given to customer experiences
• Making hiring decisions based on alignment with your overall brand purpose
• Empowering employees to be authentic representatives of your brand

The Path Forward

The companies that will thrive in the future are those that recognize their brand as an indivisible whole—one that must be nurtured through consistent actions across all stakeholder relationships. They understand that in a world where transparency is increasingly valued and information flows freely, attempting to maintain separate brand identities is not just shortsighted but ultimately impossible.

Your brand isn't what you say it is—it's what everyone experiences it to be. And that experience doesn't change based on whether someone is considering buying your product or joining your team. It's simply your brand, in its entirety, all the time.

The Attention Economy: Why Focus is the New Currency

  

 

“Everyone will be world-famous for 15 minutes.”

 

Ah, if Andy Warhol could see the world now. Warhol, a leading figure in the pop art movement who turned into a cultural icon, had those words attributed to him after that sentence was printed in a program for a 1968 exhibition of his work in Stockholm, Sweden.

 

It is now 2025, and we live in an era far different from what Warhol referenced 57 years ago.

 

In an era of endless digital distractions, constant notifications, and information overload, attention has become the most precious resource of our time. Unlike money, which can be earned and accumulated, attention is finite and irreplaceable. Once spent, it cannot be recovered.

 

The Scarcity of Focused Moments

 

Think about it--we live in a world designed to fragment our concentration. Mobile devices buzz with notifications, social media algorithms compete for our attention, our laptop/desktop pings with Slack or Teams messages, and the constant stream of content threatens to overwhelm our cognitive capacity. Each ping, scroll, and mindless click erodes our ability to deeply engage with meaningful work, relationships, and personal growth.

 

Consider the average person's daily digital consumption. We switch between apps, websites, and conversations with dizzying speed, rarely dedicating sustained attention to any single task. This constant context-switching doesn't just reduce productivity—it fundamentally alters our cognitive abilities, making deep thinking and complex problem-solving increasingly challenging.

 

The Hidden Cost of Distraction

 

Whenever we surrender our attention to a random notification or an algorithmic feed, we make an unconscious economic transaction. We trade potentially transformative moments of insight, creativity, and connection for fleeting dopamine hits. The cost is not just in reduced efficiency but in missed opportunities for personal and professional development.

 

Successful individuals and organizations increasingly recognize attention management as a critical skill. They understand that in a world of abundance, the ability to focus becomes a competitive advantage. Deep work—sustained, uninterrupted concentration on complex tasks—is becoming rare and, therefore, increasingly valuable.

 

Reclaiming Your Attention

 

Protecting your attention requires intentional strategies:

 

- Create digital boundaries by turning off non-essential notifications

- Practice mindfulness and meditation to strengthen concentration

- Design environments that minimize distractions

- Schedule focused work periods with clear boundaries

- Learn to say no to activities that don't align with your core priorities

 

The Broader Societal Implications

 

Beyond individual productivity, the attention economy raises profound questions about human agency. When tech platforms designed to maximize engagement continuously harvest our cognitive resources, we risk losing autonomy over our most personal resource: our mind.

 

A New Perspective on Wealth

 

In the 21st century, wealth isn't just measured in financial terms. True richness lies in the ability to direct your attention consciously, to choose where your mental energy is invested. Those who master this skill will thrive in an increasingly complex and competitive world.

 

Conclusion

 

Attention is not just a personal resource—it's a form of power. By recognizing its value and implementing strategies to protect and direct it intentionally, we can reclaim control over our lives, our work, and our potential.

 

The most successful individuals of our time won't be those with the most information but those with the most focused attention.

The Super Bowl: America's Town Square

 

In an era when Americans are increasingly divided along political, cultural, and social lines, there remains one event that still brings us together in remarkable numbers: the Super Bowl. 

 

For a few precious hours on a Sunday in February, nearly half the country pauses to participate in what has become our largest shared cultural experience. As I mentioned in an earlier blog post, this day has become our biggest secular holiday of the year.

 

This isn't just about football. The Super Bowl has evolved into something far more significant - it's become our modern town square, a virtual gathering place where over 100 million Americans unite simultaneously. In living rooms, bars, and community centers across the country, people from different backgrounds, beliefs, and walks of life unite around tables laden with wings and nachos, sharing in the collective experience of the game.

 

What makes this event so uniquely unifying is its ability to transcend the usual barriers that separate us. The person cheering next to you might have completely different political views or cultural backgrounds, but in that moment, you're both just fans. The shared excitement of a spectacular play, the collective groan at a missed opportunity, or the joint appreciation of a well-executed halftime show creates a temporary but powerful sense of community.

 

The Super Bowl party has become an American ritual that encourages social connection. Unlike many other forms of entertainment we increasingly consume alone on our personal devices, the Super Bowl remains stubbornly communal. We gather, we share food, we watch together, we engage in real-time conversations, and we create memories together. These shared experiences, though they might seem trivial on the surface, help weave the social fabric that holds our communities together.

 

Even for those who aren't football fans, the event offers multiple points of entry - from the innovative commercials to the spectacular halftime show, from the social gathering aspect to the shared cultural moments that will be discussed around water coolers (and Zoom meetings) the next day. This inclusivity is part of what makes the Super Bowl such a powerful unifying force.

 

In our increasingly fragmented media landscape, where we can curate our content to match our exact preferences and viewpoints, the Super Bowl stands as one of the last truly mass shared experiences. It's a reminder that despite our differences, we can still come together as a nation to share in a moment of collective entertainment and celebration.

 

The game itself will end, and Monday morning will bring back our regular divisions and debates. But perhaps the lesson of the Super Bowl - that we can come together, that we can share experiences across our divides, that we can find common ground in shared cultural moments - is something worth carrying forward into our daily lives.

 

After all, if we can unite over a football game, maybe we can find other ways to bridge our divides and remember our common humanity. In that sense, the Super Bowl isn't just a championship game or a media spectacle - it's a yearly reminder of our capacity to come together as one nation, if only for a few hours on a Sunday evening in February.

Legendary Super Bowl Commercials: The 1980s

  

 

The 1980s were a transformative decade for Super Bowl advertising, where creativity, emotion, and storytelling converged to create some of the most memorable commercials in television history. Three advertisements stand out as true landmarks of this era, each revolutionizing how brands connected with audiences.

 

Coca-Cola's Emotional Touchdown: Mean Joe Greene

 

In 1979 (but truly famous in the early 1980s), Coca-Cola produced a commercial that transcended traditional advertising. The spot featured Pittsburgh Steelers defensive tackle "Mean" Joe Greene, known for his intimidating on-field persona, in a heartwarming moment of human connection. After a tough game, a young fan offers Greene his Coke, and the football star's tough exterior melts into a warm smile. This commercial brilliantly transformed Greene's tough-guy image, showing vulnerability and kindness while promoting Coca-Cola as more than just a beverage – it was a symbol of connection and humanity.

 

Apple's Groundbreaking 1984 Commercial

 

Directed by Ridley Scott and aired during Super Bowl XVIII, Apple's "1984" commercial is widely considered the most influential advertisement of the decade. Inspired by George Orwell's dystopian novel, the commercial depicted a gray, conformist world suddenly disrupted by a vibrant, athletic woman who destroys a massive screen showing a Big Brother-like figure. This powerful metaphor positioned the Macintosh computer as a revolutionary tool of individual empowerment against technological conformity. The commercial ran only once but became an instant cultural phenomenon, dramatically changing perceptions of technology and advertising.

 

Wendy's "Where's the Beef?" - A Catchphrase is Born

 

Sometimes, a simple phrase can capture the entire cultural zeitgeist. Wendy's 1984 commercial featuring three elderly women examining a hamburger and repeatedly asking, "Where's the beef?" became an overnight sensation. The ad cleverly criticized competitors' small burger patties while establishing Wendy's as a brand committed to substantial, quality food. The catchphrase quickly escaped the commercial's context, becoming a popular national joke used in everything from political campaigns to everyday conversations.

 

The Lasting Impact

 

These commercials represented more than just product marketing. They were cultural moments that showcased how advertising could be art, tell stories, and connect emotionally with audiences. They demonstrated that a 30-second or 60-second TV spot could be more than a sales pitch – it could be a narrative that resonates, entertains, and remains memorable decades later.

 

The 1980s set a new standard for Super Bowl advertising, transforming the commercial breaks into an event almost as anticipated as the game itself. These ads didn't just sell products; they sold ideas, emotions, and glimpses of broader cultural narratives. They also stood alone, devoid of teaser sightings on social media leading up to the game’s broadcast.

 

These three commercials set the stage for what was to come with future Super Bowl advertising.

"The CMO's job is on the line"

What makes a great Super Bowl commercial…and why it matters

 

In 2006, I worked for a Fortune 50 brand that had just gone through a merger in late summer 2005. Part of our launch plan was a major presence in the Super Bowl broadcast. Dozens of creative ideas were vetted; our decision and the resulting production of spots had to be merchandised internally and clear standards and practices at the TV network. 

 

As my colleague, Rich Silverstein, says about advertising on the Super Bowl, “The stakes are so high. The CMO’s job is on the line…everything is elevated.” 

(From Masterclass “Everything is Advertising…and Advertising is Everything,” featuring Jeff Goodby and Rich Silverstein; Goodby Silverstein & Partners)

 

As we start this week of content focused on Super Bowl advertising, let’s take a look at what goes into making breakthrough and memorable Super Bowl TV spots.

 

Memorability and Entertainment

 

The best ads create moments that are talked about long after the game. And in today’s culture, that turns into “meme-ability,” a term I stole from sports marketing colleague Scott Becher. Which spots find their way into pop culture after the commercial has aired?

 

Some examples include:

·      Humor – Old Spice’s “The Man Your Man Could Smell Like,” Wendy’s “Where’s the Beef” (from the 1980s)

·      Emotional storytelling – Google’s “Parisian Love” search story

·      Spectacular visuals – The majestic Clydesdales from Budweiser

 

Over the past decade or so, Super Bowl advertising has largely gone totally comedic. Jeff Goodby noted (in Masterclass), “Everybody is looking at it (the advertising) simultaneously. It’s not the time for serious. Some are drunk, some only care about the game.” 

 

In sum, it’s less risky to be funny.

 

Cultural Relevance

 

Successful Super Bowl spots often tap into current cultural moments or universal experiences. They might reference popular trends, address timely issues, or connect with shared human experiences in a way that resonates with the massive, diverse audience that tunes in to the broadcast.

 

An example of this is Little Nas X appearing in a Doritos spot in 2020 after the success of “Old Town Road.” Billy Ray Cyrus, who was in the “Old Town Road” video, made a cameo appearance in the TV spot.

 

Clear Brand Connection

 

Entertainment is crucial, but the most effective ads maintain a clear link to the brand and its values. Doritos consistently creates humorous ads that keep their product central to the story and align with the tone and manner of that brand’s communications.

 

Production Value

 

The cost to buy a 30-second spot on the Super Bowl is enormous—now over $8 million. (That equates to $267,000 per second!) Given that investment, brands must rely on cinema-quality production, celebrity talent, and/or innovative special effects to stand out. That also includes utilizing directors and production crews experienced with this production level.

 

Ultimately, advertisers who buy a 30-second spot on the 2025 Super Bowl will invest close to $10 million for media time, production, talent, director, and agency costs.

 

Strategic Placement

 

Advertisers also must make strategic decisions about the placement of their ad within the game. Some brands deliberately aim for the first or second commercial break when viewer attention is highest. Others may gamble and wait for late in the game, hoping a tight game will have more attentive viewership. 

 

For years, Budweiser was the first spot airing in the first commercial break. And A-B paid handsomely for that position within the broadcast.

 

There is no stage for television advertising that is bigger than the Super Bowl. Not only are 117 million viewers tuned in on Super Bowl Sunday, but the day after has its own pressure with USA Today’s Ad-Meter revealing the advertising favorites from their research of thousands of viewers plus the opinion pieces in Wall Street Journal, Forbes, ADWEEK, and dozens of other media outlets. 

 

“It’s the biggest thing you can do.” (Rich Silverstein)

The Evolution of Super Bowl Advertising: From Simple Commercials to Cultural Phenomena

Mean Joe Greene

 

1984

 

“Wassup!?”

 

Clydesdales

 

Herding Cats

 

What do the above have in common? They are the names of or featured actors in some of the most iconic advertising of the past 50 years—advertising that aired on the Super Bowl.

 

In case you were unaware, this is Super Bowl Week—the over-the-top, over-analyzed, and over-reported-on event where a projected 116.8 million viewers will tune in to watch the Kansas City Chiefs’ quest for a three-peat (more on the trademarking of that phrase in another post) against the Philadelphia Eagles.

 

I have had the pleasure – and pressure – of leading a crew of marketers, communicators, and advertising agency teams on three different occasions in a quest to make memorable, breakthrough advertising that appeared on the Super Bowl telecast and in associated marketing communications. The expense, and as a result the pressure, for this work is very high. What started as just another football game has become a cultural phenomenon—the biggest secular U.S. holiday of every year. 

 

This week, I’ll be chronicling the evolution of Super Bowl advertising as well as what you can expect on next Sunday’s telecast. For now, let’s talk about the history of commercials airing on the Super Bowl.

 

Super Bowl advertising

 

Super Bowl advertising has transformed from simple television commercials into a cultural phenomenon that often generates as much buzz as the game itself. This evolution reflects not just changes in advertising strategies but shifts in American culture, technology, and media consumption habits.

 

The Early Years: 1967-1979

 

When the first Super Bowl aired in 1967, commercials were straightforward and primarily focused on automobiles, beverages, and household products. A 30-second spot cost around $40,000 - a fraction of today's multi-million dollar price tag. These early ads were often repurposed from regular television broadcasts, with little special production value for the big game.

 

The Watershed Moment: 1984

 

Everything changed in 1984 when Apple aired its iconic "1984" commercial, conceived by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day, and directed by Ridley Scott. This cinematic masterpiece, introducing the Macintosh computer, established the Super Bowl as advertising's biggest stage. The ad ran only once, but its impact revolutionized Super Bowl advertising forever, setting a new standard for creativity and production value. The bar had been set.

 

The Golden Age: 1990s-2000s

 

The 1990s and early 2000s saw the emergence of advertising as entertainment. Budweiser's Frogs, Monster.com's "When I Grow Up," and ETrade's dancing monkey (and the ETrade babies that followed) became part of popular culture. This era established several hallmarks of Super Bowl advertising:

 

·      High-concept creative approaches

·      Celebrity endorsements

·      Humor as a dominant strategy

·      The use of animals and special effects

·      Movie-quality product values

 

Brands began seeing the Super Bowl as an opportunity not just to reach millions of viewers but to create memorable moments that would be discussed long after the game ended. In the process, media costs for a 30-second Super Bowl spot increased dramatically. Apple’s 1984 spot cost $368,200; by 1995, the average cost had ballooned to $1.15 million—over a 3x increase. And this does not consider the production costs associated with these high-profile spots.

 

The Digital Revolution: 2010s-Present

 

The rise of social media and digital platforms has fundamentally changed Super Bowl advertising. Commercials are now unveiled or launched weeks before the game on YouTube and other social channels, generating pre-game buzz and millions of additional views. Hashtags, social media campaigns, in-store activations, and other interactive elements have become standard features, extending the life and reach of Super Bowl ads far beyond their 30-second or 60-second broadcast window.

 

This year, the cost for 30 seconds has risen above $8 million! This reflects not only the massive audience of the telecast but also the multi-platform use of these commercials.

 

Looking Forward

 

As media consumption habits continue to evolve, Super Bowl advertising faces new challenges and opportunities. Streaming platforms, second-screen experiences, and interactive technologies are reshaping how viewers engage with advertising. However, the Super Bowl remains one of the few events that can deliver a live, mass audience in an increasingly fragmented media landscape. The event is the most watched broadcast in the U.S. every year.

 

Despite changes in technology and viewing habits, Super Bowl advertising continues to represent the pinnacle of creative advertising, where brands compete not just for attention, but for a place in cultural history. The astronomical costs and massive audiences ensure that companies will continue pushing creative boundaries, making each year's crop of commercials a reflection of contemporary American culture and commerce.

 

Stay tuned to this space in the days to come as I become part of the horde (minus the press credential) reporting on the Super Bowl. I will break down past iconic Super Bowl spots and tell some of the stories behind the making of these commercials. We’ll also preview some of what you will see a week from today on FOX’s broadcast of Super Bowl LIX.