I think you missed the part where guardians is the BEST they’ll do. I think its impressive. But I don’t think “brand trust” is the reason...it was that they used the familiar characters to boost the ones that were not. It’s a tricky proposition to move away from that.
We’ll see.
And Thor 2 wasn’t that bad and Thor 3 wasn’t that good. Just an opinion
Guardians was not familiar characters to the general public. And yet, the only way GotG became that popular with the general public was because of Marvel's brand reputation. Like some people will go to say any horror movie simply because it's a horror movie, the general movie-going public will see any Disney/Marvel or Pixar or Disney Animation movie because of the brand and the movie will make anywhere from a half to two billion dollars.