Well, to be fair while I do think they've made mistakes (every company does afterall) I think the ''Make Marvel Mine'' is their way, if this article is completely accurate that is, of acknowledging their history. And, personally speaking, I don't see anything wrong with the ''Make Marvel Mine'' branding. Doesn't even necessarily mean that they think they've gone wrong somewhere either it could just be a branding issue thing LOL. Nor do I see it as ''cringeworthy'' personally.
Anyhow, that's just my two pennys worth