I grew up as a Marvel kid (X-Men, X-Force, X-Factor, Punisher), but DC has some of the best characters and the best writing. "Crisis on Infinite Earths" will always be one of the best short runs; Spectre, Deadman, and Swampthing are fantastic characters; and in terms of iconic comic book characters DC has the competition beat with Batman, Superman, and Wonder Woman. In the past few years they have made much better movies too.
DC Marvel image and Dark Horse
This is an easy one, Marvel