watchwords
Slogans to follow
Watchwords are guiding principles or slogans that express core values or goals: Efficiency and transparency became the company's watchwords.
The term suggests words kept constantly in mind, like a motto that shapes decisions.
Originally, a watchword was a password used by sentries to identify allies—a word you watched for.
Memorable promotional phrase
- catchphraseSignature line of words
- taglineMemorable branding phrase
- maximBrief moral principle
- bywordEpitome or catchphrase
rallying cry · mantra · creed · dictum · precept · battlecry · axiom · adage
Reply to a watchword
- passphraseAuthentication word sequence
- codewordDisguised spoken signal
- shibbolethIdentifying phrase or outdated doctrine
- challengeTest of ability
response · authentication · credential · identifier · access code · clearance · entry code
Foundational moral beliefs
- valuesPrinciples held worthwhile
- ethicsStudy of right conduct
- standardsAccepted levels of quality
- tenetsFoundational beliefs of doctrine
doctrine · philosophy · code · guidelines · ideals · beliefs · convictions · precepts
Memorable promotional phrase
- battlecryCombat rallying shout
- call to armsUrgent summons to fight
- clarion callUrgent demand for action
- war cryCombatants' rallying shout
campaign · movement · cause · solidarity · mobilization · revolution · resistance · unity
slogan
Memorable promotional phrase
- catchphraseSignature line of words
- taglineMemorable branding phrase
- maximBrief moral principle
byword · rallying cry · mantra · creed · dictum · precept · battlecry · axiom · adage · saying
countersign
Reply to a watchword
- passphraseAuthentication word sequence
- codewordDisguised spoken signal
- shibbolethIdentifying phrase or outdated doctrine
challenge · response · authentication · credential · identifier · access code · clearance · entry code
principles
Foundational moral beliefs
tenets · doctrine · philosophy · code · guidelines · ideals · beliefs · convictions · precepts · norms
slogan
Memorable promotional phrase
- battlecryCombat rallying shout
- call to armsUrgent summons to fight
- clarion callUrgent demand for action
war cry · campaign · movement · cause · solidarity · mobilization · revolution · resistance · unity · activism
- expressionsexpression, I love you, phrase, idioms, thank you
- sayingssayings, saying, proverb, proverbs, adage
- Moravianslove feast
watchwordsmanifestos
Public declarations of principles
treatises · dissertations · tomes · screeds · discourses
watchwordsambiguities
Multiple possible meanings
equivocations · obfuscations · hedging · vagaries · circumlocutions