March 23

humonga - adj (referring to a plural noun). humongous. "A recent trend in branding is that the logos are humonga".

accoutrement - n. An accessory item of equipment or dress. Often used in the plural. "You can pick and choose bits and pieces of [Polo] accoutrements to live the lifestyle they create." (Dictionary.com)

predilection. n. A partiality or disposition in favor of something; a preference. "Beyond my personal predilections for U2, what is it that great brands do to reinvent themselves?" (Dictionary.com)

ignoble - adj. of low character, aims, etc.; mean; base "I don't think Bono is [raising money for Africa] for ignoble purposes, but it does form part of the U2 brand." (Dictionary.com)

iconoclastic - adj. a person who attacks cherished beliefs, traditional institutions, etc., as being based on error or superstition. "If you're iconoclastic -- like many Apple users are -- you tie into the [Steve Jobs] story." (Dictionary.com)

machination - n. A crafty scheme or cunning design for the accomplishment of a sinister end. "By the way, I think [the prize money] should have made its way through the machinations of the University by now." (Dictionary.com)