I think the most important usually: Famous Developers in Team, Interesting Idea, Apha version of project.This is the most reason why people invest on ICOs, there are some that includes the supply to be distributed in Bounty programs but these three is the most important.Though I am not looking this in an ICO but in a bounty campaign. The key to the ICO project is its team and project philosophy.Only the team is strong and the idea has a future, then the capital and management will be easy to solve.
I agree with you. The most important in an ICO campaign. Is to have a good and interesting project that can seduce more investor that can invest in their project. Also have a good and nice white paper that can excite the reader or the investor. And also the reputation of the ICO team who manages and operate on that project. Also the reputation of the bounty manager who manage that ICO campaign.