ICOs fail because of these primary reasons such:
Inadequate Product Market
About 60% of ICO fail at the initial stage because their services or products does not have any value and demand in the market. Most of the ICOs today requires selling token to raise the capital. For such ICOs it is important that their ICOs have caught up the SEC and related regular bodies soon to protect themselves from long-term failure. it is very important the people who are launching the ICOs should have a defined market which is completely aware of the project, it is also imperative to build trust and reputation to make your ICO successful.
Failure to create the brand identity
People are not brand conscious. They invest in a project which sounds good forgetting it should look good too. This includes every element of websites like content, logo, visuals, fonts, ICO white paper, and selection of colors etc. The people will question your brand if they find your website unprofessional.
Unrealistic Objectives and Budgets
The unrealistic budgets and objectives of the new business always put the business in difficulties. The higher you set your objectives, the more budget you will need to achieve those objectives and so is the need to spend on the marketing, PR, development, design, and content.
Lack of audit, reporting, and measurement
Majority of ICO which has failed was launched by newcomers who have very limited knowledge of the online marketing techniques and do not understand the need for continuous auditing, measurement and reporting to improve their ICOs. Bear in mind that an ICO is like a product or serivce which cannot survive without you doing the marketing in a RIGHT WAY.