It was in 480 BC during the second Persian invasion of Greece, when King Leonidas of Sparta ahead of the legendary Battle of Thermopylae responded by the phrase “Molon Lave” (‘Come and Take Them’ in ancient Greek) to Persian King Xerxes’ demand that the Spartan army lay down their weapons and surrender to his army. The outnumbered Greeks were eventually annihilated, though they held Thermopylae for three days and inflicted serious damage to the Persians, while delaying them from reaching Athens.

That’s how the story ended back then. But little did King Leonidas know that over 2,500 years later, his “Molon Lave” phrase (also spelled “Molon Labe” by many) would not only become immortalized through the centuries but moreover, it would thrive as a global marketing tool -linked to the sale of weapons, wine, olive oil, expensive watches and even cigars.

King Leonidas I reigned the ancient city-state of Sparta, a warrior society, from 489 to 480 BC. Subjected to military drills since early manhood, the Spartans had become one of the most feared and formidable military forces in the ancient Greek world, attaining legendary status in their wars against Persia. At the height of Sparta’s power, between the 6th and 4th centuries BC, according to Peter Connolly, a British historian and the scholar of the ancient world, other Greeks commonly accepted that “one Spartan was worth several men of any other state.”

“The appeal of Molon Lave comes from its Spartan origins,” Effie Delimarkos-Fletcher, a Greek-American communications expert and marketing strategist tells Greek Reporter. “Spartans themselves have come to symbolize power, strength, resolve, and defiance, which was catapulted into the mainstream with the debut movie of ‘300.’ As a result, aligning with the phrase “Molon Lave” is a distinct way for a brand to signal strength and prowess in an area worth defending.”

Moreover, there are few other phrases like “Molon Lave,” where two single, short words are able to convey all that, perhaps the most famous military last stand of all time, embodies -defiance, strength and resolve. Spartans were expected to be men of few words, famous for using “laconic phrases,” named after Laconia, the region of Greece, including the city of Sparta, whose ancient inhabitants had a reputation for verbal austerity. A laconic phrase was used for efficiency (as during military training and operations), for emphasis or to deflate a pompous speaker.

Military, the industry where Molon Lave has the largest appeal as a brand

From tactical patches and other military paraphernalia sold online, to assault rifles sold in stores across the United States, the phrase “Molon Lave” graces thousands of military-related products.

According to Delimarkos-Fletcher, Molon Lave and its English translation “Come and Take Them” has been present in the country’s early DNA as it is said to have been used as far back as the Revolutionary War. Even so, it is better known for its connection to the Texas Revolutionary War, when the phrase was stitched onto a flag that has come to be associated with the defiant spirit of the state. In more recent times, many U.S.-based militia groups and paramilitary organizations have taken the phrase “Molon Lave,” and often the depiction of a Spartan helmet, signaling defiance for gun regulations.

“Because Molon Lave has been adopted by militia-type groups in the United States, securing the Molon Lave trademark is done by companies looking to appeal to that target,” Delimarkos-Fletcher says.

And that’s exactly what at least one US.-based company had done. A short Greek Reporter investigation revealed that, while there are hundreds of knives and weapons with the phrase “Molon Lave” appearing on them in different variations, in 2015 this one company has gone as far as to apply for and successfully register a year later a trademark for the original Molon Lave phrase in Greek (ΜΟΛΩΝ ΛΑΒΕ) for one of its knives selection. The company, advertises the knives on its website by stating “It takes a bold individual to make a statement of defiance like ‘Come and Take Them (Molon Labe),’ we provide the knives that re-enforce the bravado.”

But can a company apply and secure a trademark for the use of a common, ancient phrase like Molon Lave, that seems almost free for anyone to use?

According to Pamela Koslyn, a Los Angeles-based attorney specializing in intellectual property law, U.S. legislation allows a company to successfully apply for a trademark for a brand new phrase, or an “ancient” phrase or an invented word/phrase, with the age and origin of the phrase being irrelevant.

“A trademark isn’t a monopoly on a phrase, it’s a source identifier of some phrase associated with some goods or services. Like knives. Or olive oil. Or wine. These are all actual “live or pending marks of Molon Lave…There’s also a Chinese textile seller called Molon Lave,” Koslyn tells Greek Reporter. “If a user has a registered trademark on a phrase in a particular class, e.g. knives, that means the user own the exclusive right to use their mark in association with their goods or services and can theoretically successfully sue and enjoin any competitor who infringes those rights by using the same or confusingly similar mark for the same or confusingly similar goods or services.”

Still, Koslyn notes, that one in two trademark applications to the United States Patent and Trademark Office (USPTO) fail not only because they’re not viable or available but moreover because of the complexity of the law and the time needed to find out if an application has been approved by USPTO -a process that could take months if not years.

The famous ancient Greek phrase many want to own

But few actually register the phrase in order to enhance their branding or make their products stand out more. Given the enormous competition among companies to win the hearts of consumers, proper branding and marketing could mean the difference between life and death for a company. And given its global fame, that’s exactly what “Molon Lave” does.

Nowhere is this more obvious than in the United States, the beating heart of global consumerism. A family-owned farm winery in Virginia was established in 2009 under the name “Molon Lave.” Aside from informing its customers that it also produces “kokkineli,” a traditional Greek style rose, the winery fully explains on its website the origins of its name, noting that “‘Molon Lave’ is a phrase that has inspired throughout the centuries a sense of dignity and pride, and a unique perception of life.”

Another Florida-based company named “Molon Labe” is selling high-quality cigars, spirits and coffee, as with most other businesses, also using a Spartan helmet on its logo. Moreover, the cigars are wrapped in paper bearing the phrase in Greek. The company on its website gives no explanation as to why it chose the specific name.

Greek Reporter’s investigation also found a watch company with the name “Molon Labe” based in the UK, selling handmade, military watches inspired by the phrase, with some having a price tag of over $1,500. There’s also a global security company named “Molon Lave,” an information technology service activity company in the UK and a gym in Cyprus, featuring on its premises the bust of a muscular Spartan soldier alongside the “Molon Lave” phrase, which is showcased in ancient Greek type. The list goes on.

With a fortitude reminiscent of the very people it once represented, the phrase “Molon Lave” survived to this day as one of the few expressions that so efficiently evoke an immediate connection not only to power but also to Greece.

It is no wonder the phrase has also been adopted as the name of a “small, Greek authentic restaurant” in Ontario, Canada, which on its website says that it’s “based on the Spartan epic saying Molon Lave, which means ‘Come and Get Them,'” and has a mission “to celebrate and share Greek cuisine and culture.”

At the same time, a thriving Greek olive oil brand named “Molon Lave” based in Sparta, the place where King Leonidas and his Spartan warriors once lived, is probably one of the more successful examples using the phrase as a marketing tool.

Delimarkos-Fletcher says many using the phrase may not even know its true origins so it is refreshing to see Greek-related businesses reclaiming Molon Lave as they “seek to evoke a connection to the best known story of Greek strength and prowess.”

“Other brands are just using ‘Molon Lave’ as shorthand for having something powerful enough that others want for their own,” Delimarkos-Fletcher tells Greek Reporter.

Ancient Athens’ oldest coins, minted in the period of the Athenian tyranny in the lead up to democracy in the 6th century BC, were created from ores such as silver originating around the world, a recent study suggests, revealing a previously unknown ancient global trade.

The study, published in the journal Archaeological and Anthropological Sciences, sheds light on how exiled Peisistratus, who ruled ancient Athens as a tyrant three times, managed to set up silver mining operations in spite of the fact that hostile local tribes controlled the regions and its mines. It has long been argued that Peisistratus sourced the silver from the districts of Mount Pangaion and the Strymon river in northern Greece, followed by the exploitation of mines in Lavrion, near Athens.

Athenian coinage was instigated by Peisitratus, who ruled Athens from 546 to 510 BC. This first series of coins in ancient Athens is known as Wappenmunzen, referring to an array of silver and electrum coins, of which the most important were the ‘horse,’ the ‘gorgon,’ and the ‘wheel,’ each of which had their own variations. They were later replaced by the long-lasting and emblematic design for which Athens’s coinage became best known—the owl of Athena.

Researchers studied 22 ancient coins from Peisistratus’ time, 16 from the Numismatic Museum in Athens and six from the British Museum in London. Apart from silver, the coins contain a mixture of other elements, including copper, zinc, gold and lead. They rubbed these pieces on paper strips to obtain a small quantity of the metals, then used a chemical analysis technique known as gas chromatography (a separation technique using gas flow through a glass or metal column that separates compounds). Lead mined from around the world has different isotopic signatures, reflecting those locations. Therefore the researchers were able to match the coins’ signatures to those held on a lead isotope database, allowing them to pinpoint where the material came from.

The analysis of the data researchers collected shows that the Athenians used a wide and unexpected variety of ore sources for the minting of their first series of coins, ranging from Spain in the west to the south of France, through to Turkey in the east and the Rhodope mountains and Romania in the north—the key finding of the study. Lavrion ores, according to the findings of the researchers, were not found in the 22 sampled Wappenmunzen. 

The authors suggest that Peisistratus must have tapped international connections to mint coins under his rule, while the overall analysis points to undocumented trading relationships and a much more interconnected ancient world.

Athens under Peisistratus, minter of Athens’ first coins

Peisistratus was an ancient Greek statesman who ruled Athens three times as a tyrant. His reforms laid the foundations for the city’s later supremacy in Greece.

Born around 600 BC, he first came to power with a coup in 561 BC and ruled Athens as a tyrant two more times, from 559 to 556 BC and again in 546 until his death in 528 BC. He was very popular with Athenians.

His defense of the lower class of Athens is an early example of populism. While in power, he confronted the aristocracy and significantly reduced their privileges, confiscating their estates and giving them to the poor.

He also funded many religious and artistic programs in order to improve the economy and distribute wealth more equally among Athenians.

Peisistratus’ legacy includes the unification of Attica, the organization of the Panathenaic Games and the first attempt to produce a definitive edition of Homer’s epics (until then hand-written copies were available only to the rich).

The Athenian ruler promoted the cults of Athena and Dionysus and began the construction of the temple to Athena on the Acropolis. He also promoted a number of other public works, including the Lyceum, temples to Apollo and Zeus, and the Fountain of the Nine Springs.

Furthermore, he supported literature and the arts, and the city’s Dionysia festival flourished during his time. The Athenian coinage had been introduced by about 550 BC and may reflect a policy of his, though there is no clear reference of this in contemporary documents.