After multiple rebrands, Max is returning to HBO Max, which reflects a need to reconnect with its foundational success strategy centered on original content and prestige. The rebranding follows a shift in direction initiated by AT&T CEO John Stankey, who aimed for mass market appeal by increasing output rather than maintaining the curated model that distinguished HBO historically. This transition raises questions about brand management and the long-term vision for HBO's content strategy in a competitive streaming marketplace.
"We need hours a day. It's not hours a week, and it's not hours a month. We need to drive more engagement by increasing the amount of content we produce and stream."
"HBO's playbook was all about the curation and production of prestige content, focusing on quality over quantity, but this shifted with the new management under AT&T after the acquisition."
Collection
[
|
...
]