That's On Brand

This phrase is common in the marketing world to denote a product or advertisement that seems to line up with the established character or nature of a brand. On Choco, more often than not, it's a heckle or well-meaning jab when someone does something for which they're known. It can also be used ironically when someone does something completely outside of their nature.

Recurring Uses

 * James pulling out of bounds
 * At some point during the 2018 season, James had a rash of pulls go out of bounds and started joking it was "on brand" for him. It is now standard to hear it following the roughly 95% of his pulls that go out of bounds today.