Like Pixar before it, Marvel Studios has developed a brand that transcends any particular character or franchise. Guardians of the Galaxy shows the studio choosing the latter option, and the film truly manages to find its own rhythm and tone. More emotional than Captain America, more awe-inspiring than Thor, more genial than Iron Man, and more playful than the Avengers, Guardians of the Galaxy has the same downside as a lot of franchise-starters in that it mostly sets the table for presumably bigger future installments. Rather than just repeating the Marvel formula, Guardians of the Galaxy feels like a legitimate attempt to add more elements to the mixture.
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