, Columnist
Don’t Let Your Rebrand Become Internet Roadkill
From Tropicana and Gap to the Royal Mail, bad rebrands can die an ugly death. But smart companies don’t let armchair critics cow them into brand-damaging stasis.
Photographer: Ben Schott
This article is for subscribers only.
It’s been almost a month since HBO Max repositioned as Max and, Lo! The sky has not fallen.
Indeed, according to Warner Bros. Discovery, about 70% of its HBO Max customers have transitioned to the new Max platform, and the remaining 30% are soon to be targeted in the company’s “no sub left behind” campaign.