Hitachi makes a lot of things. From trains and industrial equipment, to well equipped energy solutions and more. Integrated behind the scenes are the “unmatched" and “unbreakable" data storage systems developed within their Ventara division. The objective: play on the notion that Hitachi is everywhere, while alluding to everything their products are not. The strategy: cross-pollinate branding across existing parent company products (as well as a few fun faux mashups) and couple it with content messaging every “un” word imaginable.