Squarespace and 1&1: a story of two stories.

Building a strong brand has never been more crucial in today’s world.

With an increasingly fragmented media landscape—spanning social media, television, PR, events, and beyond—it’s surprising how many brands still neglect the story they tell. Or more specifically, the fundamental question: What is this brand really about?

In this case, we have two contrasting approaches. On one side, there’s Squarespace—a modern, premium-priced brand that has invested heavily in crafting compelling narratives. Stories that build trust, making it easier for consumers to choose Squarespace over the competition.

On the other side, we have 1&1, a major German brand that, arguably, chooses not to tell a story at all. Instead, it relies on aggressive push advertising—endless YouTube ads and public billboards—but with no clear message. Once again, we’re left wondering: What is 1&1 really about? And more importantly, why is it better (or worse) than Squarespace?

We won’t analyze the details this time. Instead, we’ll simply leave you with the two latest ads from their social media channels.

For a moment, set aside the technical aspects of their products and focus purely on branding. If you had to own one of these two brands, which one would you choose?

It may seem like a simple question, but it’s not. This is exactly how our brains work when deciding between brands—or turning one into a love brand. Of course, price is always a factor, but in this case, we’re talking about brands that we connect with versus those we don’t.

Now, it’s time to draw your own conclusions.