When I'm choosing the best and reliable ICO project I am watching first of all team of developers. If in the management and between creators are famous names then it is a very good sign, some kind of guarantee.
You have to remember these famous people can be the advisor, they aren't the devs if they just earned some money to show their face with that project (spreading some promote words too). Of course, in the past, this case also happened. I remember that project is Centra promoted by Floyd Mayweather 