Max’s marketing chief answers that and other questions we have.
Photo: Warner Bros. Discovery
after Max was unveiled — but it isn’t a unique one. Spagnoletto caught up with us to talk about the decisions that went into the campaign to rebrand HBO Max and how the company hopes to stand out in a field of streaming services, some of which also happen to be the same color as Max. But for sure, when you’re messing around with a name like HBO Max or HBO in it, you can imagine there’s a lot of emotions and a lot of sensitivities. I will say this, that it was always around what is best for the long term of the business and never about personal. It was long and arduous, but I think we came out with the right end product, hopefully.
We’ve talked before and you’ve mentioned that streaming services can be a little bit like selling insurance. That a lot of different streaming services haven’t quite figured out how to differentiate their product from everyone else’s. Everybody knows insurance brands. GEICO has a gecko, the “15 Minutes” slogan. Knowing that, how did you land on “the one to watch” as Max’s slogan?
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