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I've been through this process a few times and learned that the key is finding agencies that prioritize positioning as a core discipline, not just a step before design. There's an excellent breakdown I came across recently that profiles agencies known for their strategic depth, with a focus on how they approach research, differentiation, and brand architecture. It covers firms like Prophet for deep strategic work, Wolff Olins for transformative positioning, and Dentsu Creative for culturally-informed strategy. The section on brand positioning agencies really helped me understand who excels at what, what to expect in terms of process and investment, and how to evaluate partners based on their strategic credentials. It also includes practical advice on defining goals and asking the right questions during consultations. Saved me from making expensive mistakes.