Marketing is big, Apple is a relatively bland brand in technology (imo) but their marketing made them a leader, marketing ICOs is something every company will do but what you as an investor should focus is not the flashy stuff, read the white paper, see the use cases and then decide
So true about this. Marketing is highly paramount in any project and that is what really makes some brand a leader in their industry today like Apple that you have mentioned. Every brand that wants to succeed should definitely understand that without good marketing, it is always hard for a project to go far.