In Medellin, throughout this final decade, the municipality and the personal sector have been very lively within the reconstruction of the town’s war-torn picture. With the acknowledged goal of attracting international investments and vacationers, the second metropolis of Colombia has been consecutively branded as “modern”, “good”, “sustainable” and currently as a “resilient metropolis”. Since 2016 and the combination of the town as one of many first members of the “100 Resilient Cities” community pioneered by the Rockefeller Basis, Medellin’s authorities have emphasised “city resilience” as a core worth of the town and its residents. Till now, few research have put into perspective the notion of “branding” with that of “resilience”. By trying intently at discourses on the promotion of the town, in addition to its burgeoning tourism sector, this text goals to fill this hole by offering a radical evaluation of the best way city resilience is used as a city-brand in a metropolis nonetheless struggling to beat excessive ranges of violence. This research goals to point out that antagonists’ visions of resilience are at stake when evaluating the branding discourses of public authorities and the representations of self-settled communities who’re on the centre of those narratives. Whereas branding discourses reward the resilience of Medellin communities, many in these identical communities are likely to reject this imaginative and prescient of resilience as self-reliance (adaptation) and as a substitute name for structural modifications (transformation).