I think a coin should have a completely new and different idea. Like, it should aim to solve a particular problem faced by many people, or something like that. If the idea is strong, people will obviously never stop using it unless it is replaced by something better. As Bitcoin highly dominates the crypto market, I think aggressive promotion will also be needed so as to obtain a strong community.
If they have a new idea or different idea will be useless if they can't even create the product. Product is a main point why the majority of them are getting the funds from ico.
Look at some coins which have achieved their products and then they can survive in the bearish market and the price are so stable compared with another coin which has no product.