I'm not here to toot my own horn, but I was a former 'bad boy'/dickhead for years. Not the woman beating/go to prison kind though. Despite the silly flair I've been given, I do feel qualified to speak on this topic from personal experience and self-reflection.

"Bad" Guys show/have behavior and skills that demonstrate evolutionary fitness:

Risk-taking ability

Fearlessness

Better physique

Humour

Social Skills

Confidence

Power

In regards to these attributes, I 100% displayed all of them to varying degrees. Although quietly rather than loudly. I was never brash. I would constantly engage in risky behaviour with women that most men I knew would not have the balls to do; such as speaking my mind freely, being willing to break rapport, be rude if needed, approaching women boldly, escalating sexually, having sex in risky locations or in the heat of the moment, and even sometimes taking risks that would would be considered borderline sexual assault if I had not been calibrated and experienced enough to know if I could get away with it or not. I can give a few examples of what I mean there:

1. I was at a house party, and there was a girl there I didn't know and barely spoke to all night. At one point she was in the kitchen with me and one other guy, and she takes off her shorts to show a tattoo that ran up her thigh towards her hip. I really don't know how, but intuitively from that I knew I could have her. After she did that, I was walking behind her at some point, and I gave her a light tap on the ass, she turned around looked at me and smiled. 30 minutes later I was eating her out in the bathroom.

2. Similar example. I go to a house party. Girl I don't know is there. We barely speak but somehow I can tell she likes me. I go to the kitchen to make a drink, she follows me out after about a minute, she also goes to make a drink, and without even saying a word, I walk towards her as she's looking at me, and we start making out and I'm fingering her. This all happened within a minute or so. Then we're fucking on the floor of one of the nearest free rooms.

These examples are 100% true. Scenarios where the average dude couldn't even fathom getting away with that, and looking back now, I don't even know how I did really. So those are displays of fearlessness and risk taking, but they were calculated intuitively within seconds. 'Bad boys' have this same innate intuition and boldness, and it comes only from experience. Physique was never Arnold Schwarzenegger-esque. I'm literally 5'9" and have weighed about 155lbs most of my adult life. Slim-ripped with broad shoulders seems to be enough for most women in my experience.

Being funny helped, but in a way that teases them and amuses yourself first. Although not always the case that I needed to tease them or neg them. Sometimes just amusing myself or remarking on what I found amusing was fine. Girls would be giggling either way, but if they already find you attractive then it doesn't really matter. The trick is to only be funny when you feel like it, and not care about what anyone thinks.

My social skills were okay. I was a friendly, approachable guy and still am but I was definitely not the "life and soul" of every room or party. As I said in my 2 examples above, I barely spoke to those girls and yet still had my way with them. I think ultimately the "bad boy" in my opinion is someone who gets what he wants and believes he can, and this is compounded by experience. He's also someone who doesn't give a fuck either way about consequences, whether that's to his detriment or not. It's not about beating women, being a horrible person, getting into fights and going to prison.