The inspired choice Apple made when setting up the Genius Bar in its retail stores is that it works on so many levels. First, consider employees. Which would you rather be called: technical support, customer service or a genius? And let’s face it, a bar just sounds better than a department, counter or help desk. Now think like a customer. If you have a problem or a question, who do you want to talk with, tech support or a genius? And which one sets a better expectation? What you call something really matters. How can you use this to reshape internal and external perceptions of your brand?