watchword
noun
[ ˈwɒtʃwəːd ]
• a word or phrase expressing a person's or group's core aim or belief.
• "on all educational fronts, innovation was the watchword"
Similar:
guiding principle,
slogan,
motto,
maxim,
axiom,
mantra,
truism,
catchword,
catchphrase,
catchline,
sound bite,
byword,
battle/rallying cry,
formula,
refrain,
saying,
buzzword,
