Presidential brother/son/candidate Jeb Bush
Jeb Bush has a plan for the 2016 general election, but his plan for the Republican presidential primary might need some tweaking. See, Bush knows that running to the far right is not going to be helpful in the general election ... but, in the bind that Mitt Romney also faced in 2012, running to the far right may be necessary to get to the general election to begin with, given the influence of the early Iowa caucuses and South Carolina primary.
Bush is a serious conservative, but that's not the campaign he's running, and it's not how Republican voters seem to see him, in part because of how he's gotten the media to portray him:
Article after article has depicted him as a relative moderate, as a candidate of the establishment seeking to consolidate the support of the party’s elite. It’s not hard to imagine why this hasn’t worn well among the party’s conservative, populist base, and why his ratings among conservatives may have sunk as a result.
His challenges probably run beyond specific policy grievances on Common Core or immigration. Marco Rubio, for instance, holds policy views similar to those of Mr. Bush, including his own weakness among the base on immigration reform. But 74 percent of voters in Iowa with an opinion felt Mr. Rubio was “about right” ideologically, compared with just 48 percent who thought the same thing about Mr. Bush.
Bush wants to suck up all the establishment money and support and appeal to the desire of Republican voters to
win, presenting himself as the best bet for victory even if they don't believe in his ideological purity. But as much as Republicans do want to win, when we're talking about Iowa caucus-goers, we're talking about people who've put Rick Santorum and Mike Huckabee on top over the past two cycles. Bush faces a real challenge positioning himself for this campaign, and so far it looks like he just thinks he's above talking to rank-and-file voters and would rather campaign entirely among elites.