Since 1969 it is possible to talk about city branding, a bet that cities make to promote themselves as destinations for tourism, business, inversion and cultural exchange. Medellin has worked on its image and identity in order to overcome the negative brand imposed by drug trafficking and the resultant violence in its comunas (Administrative unit that divides the urban area). because of the sicariato (Practice perpetrated by hit men). During the new millennium, the municipal administrations have tried to improve the image of the city by investing in service infrastructure, favoring cultural buildings in the star architecture category. The following article presents the results obtained in the city while searching for the consolidation of a “cultural brand” that would weaken the negative image that stigmatized the city for years. Past and current administrative efforts are analyzed against cultural realities in the territory.