What Bad Bunny Understands About Branding That Many European DOs Don’t
This might sound unusual for LinkedIn, but it reveals something essential about how value is created today. Bad Bunny did not become a global icon by neutralizing his identity. He did the opposite. His language, culture, references and visual universe are deeply rooted in Puerto Rico. That authenticity did not limit his reach. It became the reason he scaled worldwide. Europe already possesses one of the most powerful branding frameworks ever created through Denominations of Origin and Geographical Indications. These systems protect territory, heritage, production methods and quality. In theory, this represents a structural competitive advantage in global markets. In practice, however, many companies reduce this strength to a regulatory mark on packaging. The certification is present, but the narrative is absent. The origin exists, yet it is rarely transformed into strategic positioning. Global markets increasingly reward authenticity, identity and traceability. Consumers are not o...
