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P11 Branding Origin Revealed

Every hero has an origin story. In marketing, we call it brand ideation. P11 is no exception. We get asked all the time, “What does P11 stand for? What does the P refer to? How about the 11?” We’re finally revealing our brand creation as part of our 35th-anniversary commemoration. You’ll find it reflects how we approach the business, our clients, and ourselves. And it ties directly into our company culture. P11 began in 1989 as Piazzo. The Piazzo name was inspired by Italian piazzas combined with mid-century modern whimsy (think Wham-O). As the company became more successful and grew quickly, a rebrand was in order. We knew it had to reflect our internal philosophy. It had to go from a “pretty” name to a powerful name that resonated confidently, possessed some mystique, and yet was very, very cool. Oh…and it had to relate to music since music has always been the heart and soul of our company.

Inspiration can come from anywhere, and for us, a mock/rockumentary, “This Is Spinal Tap,” about an imaginary metal band, had the answer to what was at the mountaintop. In the movie, one of the guitar players Nigel Tufnel (played by the incredibly talented actor Christopher Guest of “Princess Bride” and “Best of Show” fame) is talking to the filmmaker about a guitar amplifier.

NIGEL: “The numbers all go to eleven. Look, right across the board, eleven, eleven, eleven and...”
Filmmaker: “Oh, I see. And most amps go up to ten?”
NIGEL: “Exactly.”
Filmmaker: “Does that mean it's louder? Is it any louder?”
NIGEL: “Well, it's one louder, isn't it? It's not ten. You see, most blokes, you know, will be playing at ten. You're on ten here, all the way up, all the way up, all the way up, you're on ten on your guitar. Where can you go from there? Where?”
Filmmaker: “I don't know.”
NIGEL: “Nowhere. Exactly. What we do is, if we need that extra push over the cliff, you know what we do?”
Filmmaker: “Put it up to eleven.”
NIGEL: “Eleven. Exactly. One louder.”

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This deliberate passion for pushing our marketing and digital solutions beyond “good enough” has fueled P11’s success for over thirty-five years and positions us for a bigger and better future for P11 and our continual pursuit of real estate marketing excellence. Having a back story to reinforce and strengthen your brand/community’s narrative is the DNA of all successful marketing. Let P11 help you craft your brand’s soul and messaging, so it is clearly heard, amps up your team, and ensures your communities take center stage every time. Contact us for a bid now.