Serenbe: On How to Build Sustainable Communities, the Biophilic Business, and A Brand That Outlives You

05/17/23 • 67 min

An illustrious community of thriving citizens, Serenbe serves as a haven for those seeking sanctuaries away from the bustling city life, yet lust for the bountifulness of a clean, yet urban zen within nature. Serenbe founders Steve Nygren and Marie Lupo Nygren believe that if you want to change the world, start in your own backyard. The couple discovered the property now known as Serenbe on a weekend outing to introduce their three girls to the Georgia countryside in 1991. Weekend visits for the family transformed their lives, and three years later they sold their Atlanta home and relocated full-time to Serenbe.
The vision for the community of Serenbe was born in an effort to protect the beautiful rural land just outside of Atlanta known as Chattahoochee Hill Country. The first house at Serenbe was built in 2004 and today the community is home to over 650 residents. Serenbe has won numerous awards including the Urban Land Institute Inaugural Sustainability Award, the Atlanta Regional Commission “Development of Excellence“ and EarthCraft named Serenbe the “Development of the Year.” They say that if you want to change the world, you should start in your own backyard. If that’s so, then Serenbe is quite a beginning.

In this episode of Building A Better Brand we’ll chat with Serenbe's COO, Garnie Nygren, and CMO, Monica Olsen on how Serenbe builds sustainable brands, uses wellness initiatives to power their success and why they've attracted people from all over the world to join their community and commit to biophilic living.

Connect with Serenbe on Instagram and online here.

Links to connect with Monica Olsen and Garnie Nygren.

To plan your visit to Serenbe, click here.

Connect with Tony Triumph: @tonytriumphofficial (IG), Tonytriumph10 (Twitter), LinkedIn

Audio Production: Jamal Bethea

Music by: Yugy

Connect with Serenbe on Instagram and online here.

Links to connect with Monica Olsen and Garnie Nygren.

To plan your visit to Serenbe, click here.

Connect with Tony Triumph: @tonytriumphofficial (IG), Tonytriumph10 (Twitter), LinkedIn

Audio Production: Jamal Bethea

Music by: Yugy

Previous Episode

Dujon C. Smith: 'A Seat At the Table' with Accenture's Black Founder's Development Program

As the Global Co-Lead for Accenture's Black Founder's Development Program, Dujon’s work with Accenture helps to level the playing field for Black technology startup founders and entrepreneurs through investment, mentorship, community, and support. Helping black-owned enterprise tech companies gain access to wealth creation, especially those who previously did not have a seat at the table.

Formerly, Dujon acted as the Midwest Lead for Accenture Open Innovation, forming bridges between Global 2000 companies and the startup ecosystem. Dujon has traveled, worked, and studied in 55 countries and is passionate about connecting technology, culture, and education within communities. He operates professionally and personally at the intersection of his passion and purpose to create space for BIPOC entrepreneurs, creatives, and academics to thrive and grow.

Dujon currently serves on the Global Inclusivity Board for Soho House (NYSE: MCG) and the University of Birmingham's Business School Advisory Board in the United Kingdom. He is a member of the Scenemaker's Board of the Goodman Theater and the YPC Board of Camp One Step and an active mentor in Chicago's startup community. Additionally, he is the Director of Development for Definition Theatre.

Connect with Dujon C. Smith on Twitter, Instagram and LinkedIn.

For more info on Accenture’s Black Founder’s Development Program, click here.

Connect with Tony Triumph: @tonytriumphofficial (IG), Tonytriumph10 (Twitter), LinkedIn

Audio Production: Jamal Bethea

Music by: Yugy

Next Episode

Dr. Marcus Collins: On Being Beyoncé's Digital Strategist, and the Impact of Culture on Brands and Consumption

Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be.

His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. He is a recipient of Advertising Age's 40 Under 40 award and Crain's Business' 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future. Marcus’ strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.

In this episode of Building A Better Brand we’ll chat with Dr. Marcus Collins on what it was like to run digital strategy for Beyoncé, as well as build strategies and creatively contribute to the launch and success of brands like Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets.

We’ll also discuss his new bestselling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be, where he examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action.

Connect with Dr. Marcus Collins on Instagram and LinkedIn here.

Order your copy of For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be.

Connect with Tony Triumph: @tonytriumphofficial (IG), Tonytriumph10 (Twitter), LinkedIn

Music by: Yugy