In response to the discussion @RobertB kicked off:
Avengers - Putting the characters together is one thing, but rendering it so the book had no independent identity of its own is what did the real damage for me. They became the event lead-up and aftermath / lead-up to next event books and that was all. Granted, if you were following that overall tapestry, it could be very effective, but the book was entirely dependent on events. The one great arc across the books was that of Cage, I don’t think that’ll be bettered. Cage’s monologue in the closing pages of Avengers Finale is excellent writing.
No More Mutants - For all this began as the most heavy-handed editorial edict, the follow-through on it made the resulting run, all the way to Second Coming, one of my favourite X-epics. It threw out the stale Xavier vs Magneto conflict and replaced it with survival vs extinction, Cyclops really took the lead and various creators really ran with it.
DnA’s Cosmic Epic - While Marvel’s Earth-bound heroes couldn’t go a week before having a principled punch-up, because nothing wins an argument like caving your colleague’s head through a wall, Abnett and Lanning were doing some seriously ambitious shit out in the galaxy. Epic followed epic and even though The Thanos Imperative was a weaker than expected. it was still batcrap crazy fun. They also brought back the Phalanx.
Brubaker’s Cap Epic - Would this ever happen now? Brubaker’s run tied into Civil War and Fear Itself, only two events - it sounds incredible. Yes, the run declined after Roger’s return, but I quite like that Brubaker decided to dismantle his run instead of someone else doing it.
On events, Marvel over did it. They found a MO that worked very well, but just couldn’t help themselves. The bigger tragedy here is that quite a few of the new status quo set-ups done never got enough time to tap their full potential.
On diversity, this is a time when too many fans saw the editorial hand behind the curtain and objected. What Marvel didn’t understand is that a comic reader may love Ms Marvel but not want a black Thor, while loving Black Panther. They then compounded the error with one of the worst PR moves going.
At this point Marvel have thrown both fans and artists under the bus, have lost a lot of trust and I’m really not sure how they get it back. Maybe a total change at the top? A new MO, a new philosophy, a new boss?