After doing some reading on the web it turned out that one of the reasons of failed ICO's was developing the token on Waves platform. People do not trust this project. If you have ERC20 which is perfectly fine, why would you go for Waves? It does the same with lest trust from the token buyers, less listing options on the exchanges and much smaller community of supporters. In contradiction to BTC its not a brand, its just another project, BTC is a brand of itself and it attracts attention.