It's really just name recognition and that's it. I'm guilty of this too, my councillor (Ron Starr) got re-elected again mostly because many people (including me) didn't really know any of the other people running for the seat, and didn't think there was anything wrong with him, and his name was the most familiar name on the ballot. Also, there's no media coverage of councillor races outside of Toronto. Maybe Mississauga News covered a few of the races, but other than that nobody has any clue who many of the candidates were.
Also, it seemed many people voted Crombie solely because Hurricane Hazel endorsed her and nothing else.