I think you need to have a strong team to make your project attractive and trusted by investors. Without a solid team, your project will fail. I am not sure whether ICO will succeed when investors or Bounty hunters no longer trust ICO. Maybe you need with IEO but as I said, You must have a strong and solid team.
If an ICO project does not have a large partner and many people are interested in it, even if they run many marketing campaigns, that project cannot cause investors to change their minds because for them ICO is all scam projects. In my opinion, you should only choose investment when you understand the project and have available exchanges for liquidity because if you do not check this, you will have to spend a lot of time waiting.