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Molon Lave: The Ancient Greek Phrase of Defiance Turned Global Marketing Tool
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.
