How RH Blake leveraged strategic messaging frameworks and thought leadership to communicate the evolution of a human-interface pioneer into an IoT and Edge AI powerhouse

TL/DR

Synaptics operates as a global leader in Edge AI and human-machine interfaces, delivering advanced multimodal sensing and wireless connectivity solutions to innovative product developers. The company required a more-effective way to articulate its strategic evolution from a touch-technology pioneer into a dominant force in the intelligent IoT and Edge AI markets. Marketing agency RH Blake implemented a comprehensive solution featuring strategic messaging frameworks, SEO support, and high-level thought leadership assets. These initiatives successfully refined the company’s value proposition and solidified Synaptics’ position as an industry authority in transforming edge computing through intelligent human interface solutions.

Company

Synaptics is a pioneer and leader in human-machine interfaces (HMI) and AI at the Edge. Founded in 1986 by industry veterans Carver Mead and Federico Faggin, the company has a long history of innovation, including launching the first notebook PC touchpad and powering the touch technology for the Apple iPod and the world’s first capacitive touchscreen phone.

Today, Synaptics is a publicly traded company on the NASDAQ that has transformed into a major player in the IoT and Edge AI space, surpassing $1 billion in IoT revenue in 2022. They provide a wide range of solutions, including Astra™ AI-Native embedded compute, Veros™ wireless connectivity, and multimodal sensing for applications in automotive, PC, mobile, and smart home industries.

Situation

Despite their position as a “go-to partner for the world’s most forward-thinking product innovators,” Synaptics faced the challenge of effectively communicating their evolution into a leader of AI-driven intelligent connected devices. Specifically, the company needed to refine its messaging to better reflect its current capabilities in Edge AI and IoT, and it required a strategy to create thought leadership awareness among its specialized target audiences.

Solution

To address these needs, RH Blake provided ongoing strategic services designed for industrial and semiconductor ecosystems. The solution include:

Strategic Messaging Frameworks

Synaptics needed to shift its narrative from being a legacy touch-interface company to a leader in AI at the Edge and IoT. RH Blake developed frameworks to unify their complex offerings—ranging from Astra™ AI-Native compute to Veros™ wireless connectivity—into a cohesive brand story. These frameworks ensure that Synaptics’ value proposition as a partner for “forward-thinking product innovators” is clearly communicated across global markets. By articulating their 39-year history of innovation alongside modern multimodal processing, the messaging bridges their heritage with future-ready technology.

Thought-Leadership Articles

To establish thought leadership awareness, RH Blake produced high-level articles targeting the semiconductor and industrial ecosystems. These pieces explore complex topics, such as Industrial AI at the edge and the transition to multi-modal device edges. By providing insightful content on how Synaptics is “transforming how we engage with intelligent connected devices,” the company maintains a consistent voice in industry publications and its own corporate blog. This ongoing content creation helps educate the market on Synaptics’ expanded portfolio, including advanced vision, audio, and sensor processing.

Ebooks

Ebooks serve as a cornerstone for deep-dive technical education and brand positioning within Synaptics’ marketing strategy. These comprehensive resources allow the company to provide detailed insights into their Astra™ and Veros™ platforms, helping potential partners understand the performance and scalability of AI-native embedded SoCs. By packaging their expertise into long-form digital guides, Synaptics reinforces its position as the go-to partner for solving intricate challenges in compute, wireless connectivity and multimodal sensing. This high-value content is essential for reaching decision-makers in specialized fields like automotive, robotics, and smart security.

SEO Support

To ensure Synaptics’ innovations are discoverable, RH Blake provides ongoing SEO support tailored to the semiconductor and IoT sectors. This includes optimizing digital assets so that specialized target audiences can easily find Synaptics when searching for solutions in Edge AI, Wi-Fi 7, and biometric sensors. By improving the company’s SEO footprint, the strategy ensures high visibility for key product launches and technical resources, such as the Astra Developer Zone. This technical optimization drives organic traffic from engineers and innovators looking for cutting-edge human-machine interface (HMI) solutions

Results

The strategic partnership between Synaptics and RH Blake has successfully transitioned the brand’s identity from a legacy component manufacturer to a premier leader in Edge AI and intelligent IoT. By aligning their 39-year history of innovation with modern market demands, the company has solidified its position as the go-to partner for the world’s most forward-thinking product innovators.

Enhanced Thought Leadership and Market Awareness

By leveraging high-level content like technical articles and ebooks, RH Blake helped Synaptics generate significant thought leadership awareness within specialized target audiences. These efforts established the company as an authority on complex topics, such as Industrial AI at the edge and the development of multi-modal device edges. This increased visibility ensures that engineers and innovators recognize Synaptics not just for its heritage in touch technology, but as a force behind the next generation of secure, seamless, and intuitive digital experiences.

Launch of Next-Generation Intelligent Platforms

The launch of the Astra™ and Veros™ platforms represented the successful execution of Synaptics’ new strategic direction. Astra provides AI-native embedded SoCs designed specifically for real-time edge intelligence, while Veros delivers breakthrough, intelligent wireless connectivity. These product launches, supported by optimized digital strategies and SEO support, provide the performance and scalability necessary for advanced applications in automotive, robotics, and smart security, further cementing Synaptics’ role in transforming edge computing.