Honestly I think it's many factors. it could be the idea, founders, demand, roadmap market cap, strategy, and/or marketing.
My recent favorite would be polymath. for me, they are doing something truly unique and timeless....bridging wall street to blockchain. No one's done it yet and they have an impressive team behind them along with a roster of firms ready to tokenize. Quite a bit of buzz around them.
https://polymath.network/