The thing about GW is complete rubbish; the issue every decently powerful guild has right now is that their better players are getting smoked by players 1/4 their power just because the attacking guild has few to no cities. This is in effect a severe punishment of the powerful guilds and an unfair give-them-a-bone-to-shut-them-up ploy for the smaller guilds. Here's my idea on GW, which would make the powerful guilds less ticked off and also give the lesser guilds something to try for:

Guild warfare is currently broken for those on defense. The more cities a guild has, the easier it is for an attacker to annihilate them in GW, even when the defenders have everyone in their guild on defense. Basically what it has come down to now is there is no reason to defend a city, and, the most successful guilds are being punished for being successful. This has frustrated many people, and has driven a few of them away from the game. My recommendation for GW is extensive, but I feel it would adequately reward those who are successful.
First: if your guild owns 0 cities, you have a 100% bonus to defense while in A (challengers base), if you own 1 city you have a 75% bonus to defense in A, if 2 cities you have a 50% bonus, if 3 cities a 25% bonus, and anything above 3 cities you receive no bonus to defense in A.
Second: the more cities you own, the higher your offense bonus is (however, if you attack A and that guild has a defense bonus, you don't receive an offense bonus); for every city owned, you receive a 1% bonus to offense, not to exceed a 10% bonus total.
Third: for every base owned while fighting for a city, you gain a 1% bonus to defense.
Fourth (and this is just a far-out thought): guilds who own cities not only gain the bonus for the city throughout the day while they farm, fight, and sail etc, but they also gain a 5% bonus (this doesn't have to be this high, maybe as low as 1%) to their defense and offense while fighting world bosses, doing Cretan labyrinth, farming for gear upgrade mats, or running dungeons for their quest chain.
Like I said earlier, the way GW is currently run it punishes those who are successful which makes us not care, get frustrated, and eventually get to the point of not wanting to play anymore. Please, Tynon, fix it so there are rewards for being successful.