watchword

watchword

noun

Definition of WATCHWORD

1

a word or phrase that must be spoken by a person in order to pass a guard <the watchword is changed every day>

Synonyms countersign, watchword, word

Related Words shibboleth, sign; signal; hint, indication; parole

2

an attention-getting word or phrase used to publicize something (as a campaign or product) <their latest watchword turns up in every ad from that company>

Synonyms banner, catchphrase, cry, shibboleth, tagline, watchword

Related Words expression, idiom; catchword, cliché (also cliche); maxim, motto; battle cry, war cry