Very interesting observation.
I think that for that to happen, the "next marvel" needs to be as aggressive a company as Marvel is. As Shadroc mentioned earlier, it could've happened with Image or Valiant, but Marvel is just such a dominant force in the field, they know every trick in the book and will fight aggressively to beat any competition.
Like you, I believe it can be done. I'm a great believer in marketing power. I think that for a product to sell you need 30% desirability and 70% marketing power. Not the other way around. Picture perfect you can have both. But pushing a product down consumer throats always yields better results than a FANTASTIC product hiding quietly at the bottom shelf.
As someone who was involved in music production/writing I see this every day on that field. 90% of the songs you hear on the radio are garbage and would never make you shake your head unless there was a big fat oiled machine pushing these properties to the masses. And that is just a microcosm of Hollywood