Related Clues:

• Maxim
• Campaign catchphrase
• Battle cry
• 'That's life!,' e.g.
• Promotional product
• It bears repeating
• Incantatory word
• Party catch phrase
• Adman's creation
• Word that's intoned
• Incantation word
• Om, for one
• "A diamond is forever," to De Beers
• Oft-repeated phrase
• Chanted word