The 1973 Mets' "Ya Gotta Believe!," e.g (6)

I believe the answer is:

slogan

(Other definitions for slogan that I've seen before include "Shibboleth" , "Memorable advertising phrase" , "Advertising catchphrase" , "'Motto, watchword (6)'" , "Logo" .)

I've seen this clue in the LA Times.

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