Which major media company completely abandoned its established brand name when launching its streaming service in 2020, opting for an entirely new identity despite decades of brand recognition?

The streaming landscape has transformed how media companies position their brands. When major studios launch direct-to-consumer platforms, they must make critical decisions about brand architecture, legacy identities, and market positioning. This question explores a fascinating brand strategy decision from one of Hollywood's most significant streaming launches.

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NBCUniversal (launched Peacock instead of NBCUniversal+)
ViacomCBS (launched Paramount+ instead of CBS All Access)
WarnerMedia (launched HBO Max instead of Warner+)
Disney (launched Disney+ instead of DisneyDirect)