Not Brand Echh was Marvel Comics' first attempt to mimic the (at the time) highly successful MAD from EC Publications. Unlike Mad, which spoofed anything and everything possible, Not Brand Echh spoofed only other comics; and mostly titles that they themselves published. This lack of risk-taking is probably why it lasted only 13 issues.
If nothing else, it did show that the Marvel gang didn't take themselves too seriously, as shown in this parody by Stan Lee and Marie Severin. In it, we see their two biggest heavyweights engage in an all-out slugfest (something that would happen many, many times in their regular comics line).
from NOT BRAND ECHH #5, December 1967
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