One of the main things I look for in a coin are good partnerships. When a company like General Electric is partnered with a project, like WPP (sorry for the shill), it makes me believe the project a lot more.
It's a great approach. Who partners with the project is a good sign that this project may be successful and have potential. Apart from whitepaper, product, social media, who specifically partners with the project is a sure sign of viability.