It seem reputation and influence of the team is the most important factor when it comes to the evaluation of a project.Shitty token is always the product of a team with poor reputation.Take for example, Binance conducted an ICO for a particular token on their exchange, the token sold out in less than 5s and 6M $ hardcap was achieved.Compare this with some projects struggling to raise 1m$ in the last 12months.
A team making a good community work is always a factor to invest there. Doing Q and A, sharing activities of the project, making updates public and show that the team is doin a good job can make a succesful project. A team sharing nothing would not collect much money.
The idea is also important, of course, if the idea of the project is bad, a good reputation for maerketing would change nothing.