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Brand building forever: Fujitsu rolls out Eternus,
a new computer storage brand that will
not set the naming world on fire.

TOKYO, May 23, 2002. Inter us: Japanese IT giant Fujitsu has rolled out a new computer storage brand with the name Eternus. You know the company's dance to "explain" the name is inevitable, so here it is, from the Fujitsu website:

ETERNUS is from Latin. It means "eternal" in English. We employ ETERNUS as a brand name for our storage systems. Our mission is to protect our customers' information eternally and to provide the highest business availability for customers. The ETERNUS is the symbol of such initiatives.

That was a tough call. We especially like how malleable the name is, how it can be Eternus or The Eternus, depending upon your mood. There is a joke buried somewhere in here.