We have some of the best properties, from Looney Tunes to “Chopped Junior” and everything in between. But with Max and, more importantly with the content that we’ll have in it, we feel very comfortable that we can deliver on family viewing, including for kids. As JB Perrette mentioned on stage, HBO is not conducive to family viewing. The change is that this is a service for the entire family. In choosing to drop HBO from the name, how much of that decision was affected by a renewed focus on kids & family content, which didn’t ever really take off on HBO Max?Ī big decision to move to ‘Max’ was to signal change. But you see how it works! People can make their own connections, which is great. I wish I could tell you that we were that advanced, but it’s not connected, no. Is this grasping, or is that slogan a nod to the idiosyncratic episode naming for “Friends,” which always began the titles with “The One…”? If you think about other amazing brands in and outside of our category, great taglines will stay with the brand for years.
This is not a launch tagline, this is our brand tagline. It has confidence, but it also is a little bit of the underdog like, ‘they’re the one to watch.’ We like having the balance of confidence, but also there’s no arrogance in it at all. It works at an emotional level - ‘The One to Watch’ when you’re feeling X, as you seen in the campaign. We were using it so much internally that at one point we were like, this could actually be the line for us. How did the Max tagline, “The One to Watch,” come about? The name, the visual design, the positioning, all of those things is what makes it ownable. But when we looked at the equity of Max in the context of HBO Max, through the visual designs and, most importantly, how we want to invest in the brand, we think we have everything that it takes from a marketing perspective to create a full, ownable brand. A lot of companies use it as a qualifier or as an appendix. And then two, did we feel that we could truly own it and make it our own? The answer was yes, because there really isn’t anyone that has a full grasp on it. We knew going into it that ‘Max’ could be very generic, but we did a couple of things: One, obviously, we did a lot of research to see how and where the name was being used inside and outside of our category. How are you looking at marketing Max, given the new name is a word that’s pretty impossible to “own” as it’s a commonly used word? Variety spoke Spagnoletto about all things Max as the streamer kicks off its relaunch campaign. Hence a new logo (which includes a “bullet” inside the “a” in “Max” that is a callback to the bullet inside the “o” in “HBO”) and tagline. But at the same time, they still hope to emphasize the must-see HBO product that originally drove the service.
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