How does one define the word-brand? It's a question I've been working on answering while helping to create a new sustainable women's clothing line with my wife. Is it a catchy name? A slick logo? The overall look and feel of the product(s)? The advertising / marketing message? Yes, in part all these elements bolster the brand. Yet I had to find a deeper meaning. I really wanted to get down to the absolute essence of the word- brand. It has not been as easy as I thought it would be, yet in a way, the answer is more simple than expected.
A definition I came across recently during a Tory Burch (a billion dollar international women's accessory / clothing line) sponsored webinar about brand building really helped distill the essence of the word for me. Simply put, a brand is defined by the product's promise made, and promise kept. What does the product promise not only practically, but on an emotional level as well. These elements make up the heart, or hub, of a brand upon which all the spokes of product design, marketing language, visual identity and advertising language must express and never lose sight of. This is not the only aspect of branding, but it sure does get down to brass tacks.
McIntosh Laboratory, Inc. is a master class in enduring brand success. They are not just a long held beloved audio company, they are truly a unique brand in the world of consumer goods. Even from their inception as an amplification system for music played over on hold phone calls, the brand's identity ultimately was set in stone with the promise of providing better sound. Their transformation moved them from being a utility product to a consumer product. The transformation brought the ideology into a completely new category. The move required an entirely new face; from product designs, marketing, advertising, and messaging. Yet the branding from the start was so clear, so deeply defined and simple... all to provide better sound. All those challenges of the new endeavor were resolved with that core principle completely intact, and they have never wavered to the satisfaction of hundreds of thousands of customers over 71 years.
Yes, the type-face logo emblazoned glass face plate and glowing blue meters are iconic. They represent the brand, they identify the brand, but they don't define the brand, at least they did not at first. You could argue after decades these elements have grown inextricably into the heart of McIntosh's identity, but ultimately it's the purposeful evolution of its products, and their commitment to sonic excellence that's at the heart of the brand carrying McIntosh forward through the decades. Without fulfilling that core mission, all the meters and glowing logos would do little but take McIntosh the way of the Dodo, alongside countless other long forgotten audio brands laying dormant in the consumer electronic graveyard.
Which brings us to one of McIntosh's most sophisticated products to date, the C2700 preamp. This a is a Wonderful example of what a deeply self aware brand brings to market. A 2-channel tubed analogue section running in parallel with a state of the art DAC (DA2 module) in a beautiful modern take on classic McIntosh aesthetics. For instance, The C2700 features a window on top of the chassis where the 6 tubes can be witnessed in action, backed by a mirror that reflects the glowing tubes doubling the fun.
The C2700 is also a connectivity monster.
There is not a source in sight that can't be handled with several inputs left over for future system growth. The C2700 is powered by a next generation, audiophile-grade Quad Balanced, 8-channel, 32-bit Digital-to-Analog Converter, the DA2 supports high resolution digital music up to DSD512 and DXD 384kHz.
Of note, there is an MM/MC phono stage. HDMI audio input for better TV sound. Bass and treble Tone controls, yes! And a headphone amplifier featuring HXD (Headphone Cross-feed Director ) and power control. Double yes! Analog Inputs also include three XLR, four single-ended. Digital Inputs include two Coax, two Optical, one HDMI, one USB, and one proprietary MCT input for the McIntosh SACD transport. And one fixed input for home theater pass through. 16 inputs in all.
My system consists of the Pass Labs X200.5 mono amplifiers, the Sunny Cable Majestic15 and Lansche 4.1 speakers. A full set of MIT EVO speaker cable and interconnects, a VPI Avenger Reference turntable, the Boulder 508 phono stage, and the McIntosh MB50 streamer. My reference preamp is the D'Agostino Momentum.
I have reviewed 3 McIntosh products, own one, the MB50 streamer, and have listened to dozens over the last few years around the corner at the WOM Townhouse. In addition to adhering to the core mission, McIntosh has stuck to a winning sonic profile as well. Musicality above all else is how I'd define my experience with McIntosh to date. No matter what product I listen to within the McIntosh lineup, there is a musically satisfying presentation that always shines through. Detail rendition while always on hand, is secondary to great tonal color, texture, and liquidity particularly in the treble. There is an ease to the sound that also manages to be quite bold and with great presence. The C2700, across the board from its phono stage, to the headphone output, to the DA2, all sound phenomenal.
I don't say this lightly. I was really surprised by its over all excellence.
Starting with the DAC, I had a feeling the DA2 would sound good as an upgrade to my MB50 streamer. I really enjoy the MB50 all on its own, but a more sophisticated DAC was a welcome addition. The upgraded DA2, from the DA1, should surely improve the sound, and it does. Connected via toslink, the DA2 module gives the MB50 a straight up booster shot. From improved dynamics to more solid imaging, to greater detail retrieval. The MB50 becomes damn near state of the art providing digital sound unheard of, even 10 years ago, no matter the price. Every piece and genre of music benefited. Vocals gained palpability. Instruments were more grounded and weighty. There was just more there-there.
The bigger surprise for me was the MC phono stage. I was expecting a bit of noise due to the proximity of the onboard phono module to the other higher noise circuits. The truth is the phono stage suffers no noise at all. Not a hiss, not a hum. I have had problems with noise on every outboard phono stage I've ever used, save my current reference the $5K Boulder 508, which is fully balanced. The C2700, while not quite as vivid or transparent as the stand alone 508, it is none the less very engaging and just nearly as musical. What I enjoyed particularly was the ability to really crank metal favorites such as Deep Purple Machine Head. On "Lazy," the intro organ solo can overwhelm and get pretty screechy. Through the 2700, the musical message melds with the sound harmoniously lacking edge or glare. again, the sweet McIntosh sound wins the moment.
I was really excited to use my Sonus Faber made Pryma headphones through the C2700. These sadly discontinued headphones have been used with my iPhone for the most part, and on occasion the Astel&Kern A&Ultima SP1000 high resolution music player. The C2700, with the HXD cross feed control, offers up the best out of head imaging I've heard from them. The McIntosh's over achiever status comes shining through as with the DAC and the MC phono stage. Bold, colorful, textured, and musically engaging. Of course my $5K Sonoma Model1 electrostatic headphone system is more transparent and neutral, but the over all sound through the Pryma headphones and the C2700 has a very satisfying weight and punch the electrostatic system can't muster.
As I stand with my wife and her business partner just a few feet behind the starting line of a brand launch, I'm looking deeply at McIntosh and its success. They have survived fads, economic downturns, formats, and technologies coming and going…and coming back again. I can't help but to be even more deeply impressed with what McIntosh has achieved, even more after my time with the C2700, than I already was.
The C2700 represents the leading edge of where McIntosh sees many of its customers heading. A more centralized solution, just short of the fully integrated amplifier of which they now have 7 on offer, but none have this level of capacity. The C2700 allows its customer the audiophile joy and flexibility of swapping amps, and its internal architecture allows for future proof upgrades. Of course they offer the tubed stand alone reference C1100 preamp for those so inclined. I had a chance to live with it for a short time, but it was a long time ago, so I hasten to draw firm conclusions based on a comparison of the two. I can say just running an analog output source through the C2700 reaffirms the basic Tennant of the C2700, its a damn good preamp. It passes the signal with just a gentle kiss of the McIntosh magic that would only be truly bested by far more expensive products, or perhaps equaled by a similarly priced dedicated analog only device.
What I can conclude is the C2700 would be my first stop for a product in its category. It may actually be the only one available that does what this beast does save the C53 solid state version. There are other manufacturers that offer preamp/DACs, but no phono stage. Or headphone out. Or HDMI audio. Or tone controls, or tubes, or a substantive combinations of all these features. Now that I think of it, the C2700 may be a category onto itself.
And I've saved the best for last. The price of this preamp is $8000. To say the C2700 is far greater in value than the sum of its parts is a vast understatement. The C2700 is a bargain in a world full of over priced, under performing audio products. To replicate or best its performance through separates would easily reach well into the five figures, plus the cost of interconnects and power chords.
McIntosh could have never imagined a product like the C2700 way back when it was amplifying Muzak to listen to while waiting for the Zenith customer service agent to pick up the line. Despite all McIntosh has had to weather through the years, it is no accident they are here and now offering the C2700 preamp. Staying true to the initial mission, McIntosh knows good sound, knows its customers and has delivered on that promise made long ago spectacularly with the C2700.
C2700 Preamplifier
Retail: $8000
McIntosh Labs
