Corporate-TV Branding Has Gotten Out of Control
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Once upon a time in 2019, Disney had a decision to make: What would it call its new big-swing streaming service, a platform meant to take on Netflix in a way that Hulu never could? It turns out that all it took was a mathematical symbol. Disney+ was born.It was an incredibly simple name that was also perfectly descriptive. It means “Disney, and then some.” How strong was the name “Disney+”? Well, good enough that half of the media industry followed suit. Soon, we had Paramount+, Apple TV+, Discovery+ and AMC+. (Technically, Disney followed … itself. ESPN+ was launched the previous year.)Related StoriesTVWhat to Know About President Trump's Military Parade for U.S. Army's 250th AnniversaryTV'The Traitors' Season 4 Cast Includes Donna Kelce, Dorinda Medley, Lisa Rinna and MoreThis all came to mind with the news in May that Warner Bros. Discovery “de-branded” Max back to HBO Max (after former owner AT&T had launched HBO Max five years ago). “Max” is about as close to “Plus” as you can get...