Logo In a branding decision, the Bush campaign unveiled a logo featuring his name with an exclamation mark that conspicuously left out the Bush surname. Although the logo was merely a variation of the campaign logo used since his first race for governor in 1994, it received criticism and was the subject of internet satire due to its use of the exclamation point and "whimsical" font. On a September 2015 episode of
The Late Show with Stephen Colbert, Bush defended his campaign logo, saying "I've been using 'Jeb!' since 1994 — it connotes excitement."
Announcement and preliminary campaign On June 4, the same day as Governor
Rick Perry's formal campaign announcement, an anonymous Bush staffer leaked that Bush would formally announce his candidacy on June 15. Bush made a trip to Germany, Poland, and Estonia before returning to begin his campaign. On June 15, 2015, Bush formally announced his candidacy at
Miami Dade College's Kendall Campus, in
Miami, Florida. Bush embarked on a tour following his June 15 announcement, with stops in
Iowa,
New Hampshire,
South Carolina, and
Nevada. The Bush campaign cancelled events in
Charleston, South Carolina, in light of the
June 17 mass shooting. In early August 2015, while speaking at the
Southern Baptist Forum in
Nashville, Tennessee, Bush questioned the $500 million in federal funding for
Planned Parenthood; a line from Bush's speech, "I’m not sure we need half a billion dollars for women’s health issues", garnered criticism and became a talking point at the
August 2015 Republican Debate. Bush later said that he "misspoke", and that he meant to say that he would like the funds redirected to other women's health organizations, in line with his record as Governor of Florida; in 2003, Bush redirected $124,000 in funding from Planned Parenthood toward
abstinence-only sex education programs. On August 11, 2015, Bush gave a major foreign policy speech at the
Ronald Reagan Presidential Library, outlining his positions on Middle Eastern issues.
"Jeb Can Fix It" In November 2015, following a lull in poll numbers, Bush kicked off a tour to re-invigorate interest in
Florida,
South Carolina, and
New Hampshire, dubbed the "Jeb Can Fix It" tour. The tour accompanied the release of an
e-book titled "Reply All", which consisted of 730 pages of self-selected
e-mails that Bush sent and received during his tenure as
Governor of Florida.
Tension with Donald Trump The dynamic between Bush and opponent
Donald Trump was one of the more contentious relationships among the Republican contenders. Trump repeatedly mocked Jeb Bush with the epithet that he was "low energy". Trump told
CNN "the last thing we need is another Bush" in the White House after the
much-criticized presidencies of his father and brother. Trump criticized Bush's elder brother and his role in the
Iraq War throughout the
Republican debates, leading Bush to defend his brother. During an exchange between Bush and Trump in a February 2016 Republican primary debate, the audience repeatedly
booed Trump. Trump scoffed that the audience was made up of "Jeb's special interests and
lobbyists". In August 2015, the Trump campaign released an attack ad against Bush known as the "
Act of Love" ad. The advertisement played footage of Bush from a 2014 interview, where he characterized illegal entry into the U.S. by illegal immigrants as "an act of love." The ad showed mugshots of
illegal immigrants who committed violent crimes in the U.S. interspersed with footage of Bush saying, "Yeah, they broke the law, but it's not a felony.... It's an act of love." During the
August 6, 2015 Republican presidential debate, Bush defended his "act of love" statement, saying, "I believe that the great majority of people coming here illegally have no other option. They want to provide for their family." He added that "there should be a path to earned legal status" for illegal immigrants. According to
The Washington Post, the most telling aspect of the Bush–Trump duel may have been the fact that, "No candidate in the race was prepared for GOP voters' opposition to immigration, with the exception of Trump". Conservative political analyst
Michael Barone pointed to Trump's two-pronged attack on Bush in the August Republican primary debate, for the "act of love" position on illegal immigration and for being weak, as a key moment in Trump's political rise. As a result of his attacks at the hands of Trump, Bush's support among Republicans had fallen to 3% by early December. His campaign largely ignored Trump's attacks for most of the campaign, likely believing that Trump's campaign would eventually fall apart without Jeb needing to attack him. A video clip of the incident went viral and was noted as a symbol of his campaign's sagging popularity. In an analysis of what went wrong,
Politico argued that: His slow, awkward stumble from August through October encapsulates everything that caused the operation viewed as "Jeb!, Inc." to fail. Bush was on the wrong side of the most galvanizing issues for Republican primary voters, he himself was a rusty and maladroit campaigner and his campaign was riven by internal disagreements and a crippling fear that left them paralyzed and unable to react to Trump. ==Fundraising==