Name consultants generally rank fairly low on the utilitarian/work-is-noble scale. They are more useful than coal scuttlers in the public mind, but way below tree root remover, corn-dog coater and people that paint themselves silver and pretend to be statues. But Imara, the lithium-ion battery manufacturer that used to be known as LiON Cells, has unearthed evidence that they actually work. When the company wanted to rename itself, it held a contest. Employees, the public relations firm and others submitted 320 names, said CEO Jeff Depew. A ringer, a branding consultant, also submitted names. The list was winnowed down to 10. Eight of the 10 were from the naming consultant, including the name. Imara is Swahili for power, strength and endurance, three of the qualities the company claims its batteries can provide. Some of the names that came from the non-professionals include Interspark (not the sort of name an industry troubled by electrical short circuits would embrace) and Lithiated. Dude, you are so lithiated. My hands are forming a box around your face and then drawing you out. We'll be posting more on our visit to Imara soon, but I felt like sharing that now.