For one just because the first guy and his friends are not in the same guild doesn't mean they can't play together. Maybe he should suggest if they are really unhappy with the current guild then they should find one that they would be happy in. Tell them that their happiness with what guild they are in matters but make sure that you tell them that you are not leaving your current guild. I had this similar issue come up with my husband, he didn't really like the guild we joined but I did. So he eventually started looking for a new guild now he is in one he really enjoys (and I often join them for raiding and such) and i am still in the guild that I enjoy.

The second one needs to pull aside his brother in real life and talk to him. This pretty much sounds like normal brother issues. He should also calmly explain that if they can't get past these issues then it might be time for his brother to make his own guild. Be prepared though that if there is a split, guild members might go with him. It's nothing personal but when there is announcement of his leaving as there should be (don't be hushed about it, be open about what is happening) also tell guild members that if they would like to follow them just to send you a whisper or message and that you understand that they might want to leave.

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