How memes saved HBO Max from the usual drama that follows a rebrand

In classic HBO fashion, the drama wasn’t just on-screen.

Last week, Warner Bros. Discovery reversed course on its streaming identity, announcing that Max would once again become HBO Max. The move sparked immediate online backlash, with critics comparing it to Elon Musk’s Twitter-to-X saga and questioning the millions spent to end up back at square one.

Since 2008, the platform has rebranded four times - from HBO Go, to HBO Now, then HBO Max, Max, and now HBO Max again. In December, Max launched a region-wide campaign across APAC, including Singapore, Malaysia, Indonesia, the Philippines, Thailand, Hong Kong and Taiwan. It also expanded to Australia in March 2025.

When MARKETING-INTERACTIVE asked how Warner Bros. Discovery plans to clarify the rebrand for new Australian audiences, Michael Brooks, managing director for Australia and New Zealand, said the move aligns with the company’s strategy.

“The rationale behind this decision is completely consistent with the launch campaign in Australia. We believe that success in streaming will be defined by quality, not volume of content - ‘All killer. No filler’ - and the HBO brand has been synonymous with distinct and high-quality programming for over 50 years. Max is known as the home of HBO, so this should be a clean shift for Australian consumers," Brooks, said. 

Don't miss: Max who? HBO social teams steal the show in rebrand mess 

Online, however, HBO’s social team stole the spotlight. Rather than duck the backlash, the brand leaned in with self-deprecating memes, iconic show references, and cheeky captions. From Euphoria memes to an Uno reverse card and Game of Thrones’ Daenerys rising from the flames with the HBO Max logo, the response was fast, witty and unexpectedly effective.

This, said Rengeeta Rendava, founder and managing director of Mad Hat Asia, is exactly how social media should be done. “I reckon the power of social media is turning brands into relatable entities that really connect with their communities. Social media done right should signal ‘we are human too’. These days, that's the real currency," Rengeeta said.

How memes and cultural fluency win the day

With a rebrand being such a public and vulnerable moment, staying silent or stiff wasn’t an option. Brands can't afford to freeze up when the spotlight, or the joke, is on them, explained Rengeeta.

“To approach without a sense of humor or self-awareness, i.e. most likely with silence, leaving the brand looking very stiff, or out of touch. It may also signal being afraid of their own community," explained Rengeeta adding that:

The internet smells fear and fear is way more damaging than a few cheeky memes.

Similarly, Daniel Woodroof, CEO and co-founder of Pandan Social, said this cultural fluency turned a potential flop into a brand moment. “Humour and self-awareness are powerful tools during a rebrand, especially for a brand such as HBO that sits at the heart of the entertainment industry. At the end of the day, HBO is an entertainment platform—what use is their socials if it’s not equally as entertaining?" Woodroof said. 

By jumping headfirst into meme culture, HBO didn't just defuse backlash, it invited audiences to join in the fun, further humanising the brand. Woodroof contrasted HBO's approach with Jaguar's recent rebrand which felt "overly polished and emotionally distant". He explained that consumers today want brands to acknowledge the elephant in the room with charm and relatability. Without this, brands risk seeming tone-deaf or out of touch. 

Agreeing with his point is Ken Cheung, digital director at Krew Digital who said that cultural intelligence matters more than ever today. "When a brand rebrands, it may face criticism and teams should anticipate negative feedback. Using memes to make light-hearted jokes can ease anger and make the brand seem more relatable, like a friend," he said. 

Cheung warns that a cold or overly corporate response could do more damage. This is especially since younger audiences such as Gen Zs prefer brands in tune with internet culture.

In fact, according to media intelligence firm CARMA, the rebranding shifted sentiments from 18.7% positive and 6.1% negative to 22.8% positive and 4.5% negative, with social media users praising HBO Max’s humorous approach. Some expressed relief that a large brand such as Warner Bros. Discovery can joke with its audience.

Meanwhile, Truescope found that the return of the HBO Max brand garnered 1,764 mentions and 28,673 social engagements online. Netizens largely supported the rebranding of the subscription service, stating that “HBO Max” was more distinct and recognisable. There were also remarks that the branding of HBO was synonymous to legendary, quality programming. Others claimed that they continued to call the service as “HBO” or “HBO Max” despite the company omitting the name in the past. 

In addition to cultural relevancy, tone and timing were crucial in winning the day. "It's important for brands to tap into trending consumer behaviours to stay relevant and ride hot-topic algorithms. This kind of content doesn't just speak to existing fans; it also engages new audiences critical for future growth," Louise Moo, chief media officer at Trapper Group, said. 

Authenticity and clarity: The long game

That said, humour alone isn't enough. "While not every brand naturally lends itself to humour, self-awareness is increasingly essential. Today’s consumers expect brands to be transparent, authentic, and participative," Moo said. 

Kelvin Kao, CEO and founder of Protocol, echoed the importance of authenticity. “Authenticity stands out - especially from brands, because people are used to polished, corporate-speak. In HBO’s case, the naming situation was laughable enough to draw attention to itself, so owning the mess and turning it to a message was the right move.”

He warned brands without self-awareness risk losing control: 

When brands show self-awareness and a sense of humour, they stay in control of the conversation. They earn cultural credibility rather than risk becoming the punchline.

Still, Kate Kwan, managing director, Greater China at Team Lewis remains unconvinced. According to Kwan, successful rebranding balances legacy with new energy.

“Without a clear vision, reverting to HBO Max risks confusing the audience. Whether reviving old values or charting a new course, the rationale must be communicated clearly - and here, it remains ambiguous," Kwan said. 

Kwan added that HBO must reassure loyal viewers while attracting new ones amid fierce streaming competition. The back-and-forth on branding hasn’t been justified in terms of stakeholder impact. Kwan also asked whether this was a bold move to reclaim HBO’s brand equity or a retreat against competitors such as Netflix.

Ultimately, the rebrand’s success hinges on HBO Max’s ability to communicate its vision clearly and deliver a seamless, high-quality user experience.

"Social sentiment will continue to evolve as audiences engage with the new platform and its offerings," Kwan added.

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