"The announcement came as Bush tries to regain momentum. Despite raising an anticipated $100 million, Bush’s “shock and awe” strategy has failed to play out the way he told donors it would. His team now foresees a long, hard fight for the nomination that will require the former Florida governor, eight years removed from holding elected office, to win the hearts and minds of a primary electorate that seems more enthralled with younger, more fiery candidates.
In his speech and the broader campaign that will take shape, Bush is attempting to fuse his personal style of “joyful” campaigning, eschewing the politics of grievance that now animates the Republican base, to his record and an agenda that he will argue is bold and deeply conservative."
http://www.politico.com/story/2015/06/jeb-bush-2016-presidential-race-announcing-119018.html?hp=t1_r
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