When singer Andy Williams died, every news story began with the same thing: a clip from the hit, “Moon River” from the film, “Breakfast at Tiffany’s” starring Audrey Hepburn. This, in spite of the fact that Williams scored 27 other Top 40 hits, including two songs from bigger movies (Love Story and The Godfather), had a popular TV show and a long run of Christmas TV specials. In fact, “Moon River” doesn’t even appear in Williams’ Billboard listing; it appears under composer Henry Mancini’s name. Regardless, the song continues to define the singer. There’s a lesson here about your brand. The single most powerful factor that affects your brand is public perception. It’s your job to help them perceive the right things.