Jeb Bush. Photo: Facebook.

TIME – All of Jeb Bush’s printed material has referred to the White House hopeful as simply “Jeb!” But, judging from his campaign stops this week, he might start using his surname: “Bush!”

The former Florida Governor, who counts a former President as a brother and another as a father, has struggled in this campaign to find a balance between wrapping himself in his family’s dynasty and striking out as his own man. For months, he has said simply that he loves his family but he’s the candidate, not his kin. It was a reasonable answer, but not one that helped him hold onto his one-time frontrunner status.

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