| The Scoop: HBO pokes fun at self after yet another rebrand Also: YouTube's podcast rise shows value of knowing audience; Colts forced to delete social post after video mocks NFL player. In a move that might make some viewers roll their eyes, Warner Bros. Discovery is once again renaming its streaming platform. The company is returning to “HBO Max,” undoing the 2023 decision to drop “HBO” from the name in favor of just “Max.” [ragan_ads ad_size='InlineAd' category='current' id='320466’] Casey Bloys, chairman of HBO content, told the New York Times that the “Max” brand had caused confusion, leading customers to wonder, “Is HBO dead? Is it being marginalized? What gives?” Since launching its streamer in 2008, the company has switched its name multiple times: From HBO Go to HBO Now in 2015 and HBO Max in 2020 to Max in 2023 to HBO Ma again later this year. Whew. Bloys acknowledged that the near-constant change has taken fans on a bumpy ride. The company – expecting pushback and likely some peeved subscribers – supported the announcement with social media content poking fun at the decision. “Bitch, you better be joking,” a meme on HBO’s main social media accounts reads. The caption, posted on an image of an HBO program, also includes logos of each of the HBO streamers at the top. The post attracted more than 82,000 likes on Instagram and dozens of comments. Many of those comments center around fans’ favorite version of HBO’s streaming platform. The post did generate some criticism about the name change, but the majority were playful. One poster commented that it’s always been just HBO to them. “I do hope this is the last time we have a conversation about the naming of the service,” Bloys said. Why it matters: HBO Max’s name reversal is great example of managing consumer expectations. Rebranding can be necessary as companies evolve, but audiences often resist it. This confusion can affect brand loyalty, making people wonder if it’s the familiar product they love or something new and different. That’s especially true when you’ve renamed a product five times in 17 years. PR played a central role in ensuring the rollout went smoothly. The communications team anticipated backlash, including sassy headlines from the media (“Yes, it’s called HBO Max again”) and playful roasting from social media fans. Instead of avoiding criticism, they embraced it. Openly acknowledging your audience’s feelings helps build goodwill – even when the news isn’t perfect. HBO’s playful, self-aware tone helped ease annoyance and showed they were listening. Editor’s Top Reads - YouTube just launched its first U.S. podcast chart – and it looks very different from those for Spotify and Apple. That’s because YouTube is built for video-first content. Video-native shows like “Kill Tony” ranked No. 2 on YouTube but much lower on other platforms. With a third of the weekly podcast audience now choosing YouTube, it’s now the preferred service in the United States, the Times reported.We’re seeing something of a split in the concept of a podcast itself: is it an auditory medium, a visual one or both? It largely depends on the platform. “Podcast” is becoming an increasingly complex term that requires further investigation to truly understand what your client will be stepping into. You may be signing up for a radio-esque program, you may be signing up for a more slickly produced video program or it might live in both formats. Ask questions, do your research and ensure you know what kind of pod you’re pitching.
- The Indianapolis Colts apologized after posting an unlicensed Minecraft-themed schedule release video that referenced Dolphins wide receiver Tyreek Hill being dragged from his car during a traffic stop last season. The clip showed an animated dolphin labeled “Hill” being approached by a Coast Guard officer. Hill’s agent said his client actually laughed at the video. Still, the combination of unlicensed Microsoft content and the Hill controversy overshadowed what should have been a viral moment for the Colts. “We removed our schedule release video because it exceeded our rights with Microsoft and included an insensitive clip involving Dolphins wide receiver Tyreek Hill,” the Colts said. “We sincerely apologize to Microsoft and Tyreek.” From a PR perspective, this shouldn’t have happened. The Colts likely have brand and legal checks – yet this slipped through. Social teams always want to find fun, shareable ways to engage fans – and humor can be a great tool. But there have to be limits. Joking about sensitive topics, especially ones tied to real events and social issues, calls for extra care. It’s a good reminder that humor shouldn’t come at the expense of respect. With such a diverse fan base and player pool, it’s important to think about how content might land before sharing. At the end of the day, content like this takes attention away from what should be a positive moment – and that’s something any brand wants to avoid.
- The New York Times reports the Trump administration abruptly canceled numerous federal research grants focused on misinformation and harmful online content. These grants supported studies on detecting AI-generated deepfakes and understanding how bad actors manipulate social media conversations. Combined with Meta and X pulling back on content moderation, this signals a broader retreat from efforts to combat misinformation. With fewer experts researching manipulation tactics or developing tools to stop it, false content may spread more easily and unchecked. This could erode public trust – leaving consumers confused and skeptical about what they see online, even from trusted brands. For companies, this environment raises reputational risks. Brands should build stronger direct connections with their audience through owned channels like newsletters and podcasts and monitor social conversations closely. Most importantly, they need to be ready for their trust to be tested. To rebuild confidence, transparency and quick, honest responses to misinformation will be essential.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn. | 
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