it is always depends on the team who works for the token or coin . The development of the project is a must and also the team must show that they are really active on marketing like in social media or other forms of events like orientation and many more . It always depends on the team because they need to persuade people to support their project
You're right if the developers of the coin are active in endorsing their coin and have lots of idea and developments to improve the coin status in the market their coin will move faster and have possible go to moon.