Network Liquidators gets a volatile name

When it comes to corporate branding, the more unusual the name, the more memorable it seems to become. If that's the case, the company formerly known as Network Liquidators should pick up a bit more business.

Barry Shevlin's Oldsmar-based firm, which sells new and refurbished high-tech equipment, became known as Vology Data Systems earlier this month. Shevlin, who was the Review's 2008 Entrepreneur of the Year, worked with Tampa-based Schifino Lee Advertising & Branding to conjure the name, which combines “velocity” with “technology” to describe the company's strong suits.

Shevlin says the name change became necessary because of the bad connotation related by the “liquidators” part of the name. “It's a fresh start for us in that respect,” he says.