Prof. Dr.
Stefan Waller
Professor
Chair of Intercultural Brand and Innovations Culture
Vice President International
Vice Dean of the joint institute of the BU and ZWU
About
My research brings together cultural philosophy, institutional theory, and brand practice. It focuses on how symbolic orders shape social reality and provide orientation in modern societies.
I approach brands not merely as economic instruments, but as cultural institutions that condense expectations, shape identity, and contribute to normative frameworks. A particular interest of mine lies in the intersections of brand, myth, and morality: How do powerful narratives emerge? When do they stabilize social relations — and when do they become problematic?
Methodologically, I combine philosophical conceptual analysis with case studies from business, politics, and culture. My aim is to develop a reflective and responsible understanding of brand leadership within contemporary society.
Teaching
I understand teaching as a combination of theory and practice. In my events, I deal with brands, design, communication and ethics from a strategic, cultural and philosophical perspective. This is not only about professional methods and tools, but also about the question of how brands create orientation, generate meaning and help shape social reality.
Courses and Modules
Brand Thinking, Brand Management Basics, Brand Design Concept Development, Design Theory and Method, Art Direction, Transmedia Storytelling, Intercultural Communication, Brand Ethics
Academic Background
Dr
University of Hamburg
Master (MA)
University of Hamburg
Communication Designer
DFI Hamburg
Professional Background
Vice President International
UNIVERSITY OF APPLIED SCIENCES
Assist.
Joint Institute of Zhejiang Wanli University and Brand University of Applied Sciences
Professor
Zhejiang Wanli University
zusätzliche Professur für Branding an der ZWU
Professor
Brand University
Professor since April 2018
Lecturer
Brand University
Teaching at Brand University since 2016
Guest lecturer
Tongji University Shanghai
General manager
World Federation of Friends of Museums (WFFM)
External lecturer
University of Hamburg and HAW Hamburg
Scientific assistant
Philosophical Seminar of the University of Hamburg
Employees of Prof. Dr. Birgit Recki
Freelance communication designer
Self-employed
Academic Memberships
International Ernst-Cassirer Society
Publications
Brand and Myth
Waller, Stefan · 2025
English monograph on brands, myth, and cultural philosophy.
Marke und Mythos. Eine kulturphilosophische Betrachtung
Waller, Stefan · 2024
Kulturphilosophische Betrachtung der mythischen Dimension von Marken.
Leben in Entlastung. Mensch und Naturzweck bei Arnold Gehlen
Waller, Stefan · 2015 · UVK
Dissertation über Arnold Gehlens philosophische Anthropologie.
Organized Conferences
Talks & Conferences
presenter · International Symposium on Branding, Universitas Mercu Buana, Jakarta, Indonesien
The lecture shows how traditions are formed through the combination of life practice, ritualised behaviour and recognisable signs – and why strong brands are based precisely on this interaction. Using the example of traditional Chinese brands (Laozihao), it is clear that successful renewal does not consist in the mere modernisation of logos, but in the reconnection of historical symbols to current forms of life.
presenter · Warburg-Haus Hamburg, Hamburg, Deutschland
Lecture as part of the lecture series on the main topic “Symbolic Forms: ‘Myth’ and Its Political Forms” I
Creativity in the Age of AI
presenter · International Conference on Design Innovation and High-Quality Development, Hangzhou, China
Talk on creativity, design and artificial intelligence in the context of design innovation.
The Man in the Mirror: Branding and Creativity in the Age of AI
presenter · 2nd International Conference on Brand Communication, Zhejiang Wanli University, Ningbo, China
Talk on branding, creativity and AI in the context of digital self-images.
AI & Higher Education
presenter · Dialogforum zwischen China und den deutschsprachigen Ländern, Zhejiang University, Hangzhou, China
Contribution on artificial intelligence and higher education in the Sino-German context.
presenter · DER MARKENTAG, Deutschland
Talk based on the article of the same title on morality in brand communication, presented by Oliver Errichiello.
China’s Global Image Making
chair · Ningbo, Ningbo, China
Conference discussant on China’s global image production.
The Myth in Branding
presenter · Sino-German Institute, Zhejiang Wanli University, Ningbo, China
Lecture on myth, branding and symbolic meaning in brand communication.
Branding in an Ultrafast World
presenter · Institute of International Cooperation, China Academy of Art, Hangzhou, China
Lecture on branding and acceleration in contemporary society.
Experiments in Solving Problems: Design and the Empirical Sciences
presenter · Beijing Normal University, Zhuhai, China
Lecture on design methodology and empirical approaches to problem solving.
Design and Ethics
presenter · Shanghai International College of Design and Innovation, Shanghai, China
Lecture on ethics and design practice.
Technology as the Image of Man
presenter · China Academy of Art, Hangzhou, China
Lecture on technology and philosophical anthropology.
Self-Image and Moral Judgement
presenter · Department of Philosophy, Tongji University, Shanghai, China
Lecture on self-image and moral judgement.
The Image of Man in Technology
presenter · IX Congress of the German Society for Aesthetics, Hamburg, Germany
Conference presentation on technology and philosophical anthropology.
Self-Image and Obligation
presenter · Konferenz der Internationalen Ernst Cassirer Gesellschaft, Hamburg, Germany
Conference presentation at the conference of the International Ernst Cassirer Society.
The Concept of Relief as a Basic Motif of Philosophical Anthropology
presenter · Colloquium, Department of Philosophy, University of Hamburg, Hamburg, Germany
Colloquium lecture on Arnold Gehlen and philosophical anthropology.
Modern Art as an Experiment in the World of Life
presenter · XXI Congress of the German Society for Philosophy, Essen, Germany
Conference presentation on modern art and lifeworld theory.
From the Disappearance of Knowledge
presenter · International Conference Dichten und Denken. Perspectives on Aesthetics, Mannheim, Germany
Conference presentation on aesthetics and the disappearance of knowledge.
Awards & Grants
Zhejiang West Lake Friendship Award
Zhejiang Province Government
Zhejiang Province's Highest Award for Foreign Skilled Workers
Leading Talent (领军人才)
Ningbo Municipal Human Resources and Social Security Bureau
Ningbo City High-Level Talent Classification
Ningbo Yongjiang Talent Programme Award
Ningbo City
Talent Introduction
Ningbo Camellia Award
Ningbo Municipal People's Government
Award for international contributions to the development of the city
News & Activities
Im Rahmen der Reihe zum Schwerpunktthema 2025-2026 »Symbolische Formen. Der ›Mythos‹ und seine politischen Formen«