the series title was a play on an advertising convention of the time, in which a competitor's product was not referred to by name, but simply as "brand x"; dc was sometimes playfully called "brand echh" in marvel "bullpen bulletins" and letters pages, hence this comic was "not brand echh". the copyrighted title of the comic in its postal indicia was "brand echh" for its first four issues, and afterward "not brand echh", the trademarked cover title from the start.