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Jeb Bush begins to embrace last name on the campaign trail

Jeb Bush, once eager to prove "I am my own man," is rapidly becoming a family man.

Jeb Bush, once eager to prove "I am my own man," is rapidly becoming a family man.

During last week's debate, Bush vigorously defended his brother against Donald Trump's attacks on the Iraq War, a 180 from just months ago when he struggled to distance himself from brother George W. Bush's record in Iraq.

"As it relates to my brother, there is one thing I know for sure: He kept us safe," Bush declared, prompting a huge round of applause from the audience.

RELATED: Jeb leaves ‘I’m my own man’ behind

Days later, at the Mackinac Republican Leadership Conference in Michigan, Bush again bear-hugged his family dynasty when declaring that the U.S. needs to improve its relationship with Israel and Canada.

"I know how to do this because, yes, I am a Bush. I happen to have seen two really good presidents develop relationships with other countries."

It's a significant reversal from the start of his campaign, when Bush took pains to distance himself from his father and brother while pundits wondered whether the Bush name and baggage would weigh him down.

Bush allies say it reflects a confidence that the candidate has successfully begun to establish his own identity, and so can embrace some of the advantages of being a Bush.

"Jeb and the campaign feel more comfortable that the Jeb identity is coming across and people are getting to know better where he stands, so the separation between Jeb and family is not as important as it once was," said Al Cardenas, a GOP lobbyist and longtime Bush family friend.

After three months of active campaigning, the rollout of a half-dozen unique policy proposals and innumerable television interviews, Bush's advisers believe Jeb has started to prove he's his own man. Bush has made a point of drawing a contrast with his brother and father on some key policy issues, particularly those important to conservatives, like government spending and judicial nominees.

Bush has said government spending during his brother's time in the White House could've been "more disciplined," and has called for a balanced budget amendment and presidential line-item veto power as reforms. He's also criticized past presidents — not by name, but the implication is clear — for picking Supreme Court nominees "that don't have a proven record," and ultimately prove to be insufficiently committed to conservative principles on the bench.

RELATED: Jeb Bush on Obama: ‘His problem is he’s a progressive liberal’

And on the trail, he has a common refrain: "I'm proud of my family…but I'm going to have to share who I am, my record."

Finally embracing his family, too, helps Bush emphasize his more personable and passionate side. The self-described introvert has taken knocks from Trump for being "low-energy," and has worked on the campaign trail to show a lighter, more gregarious side.

On Monday, that lighter side was on display when Bush, like any affectionate younger brother, cracked a joke at his brother's expense in Iowa. Asked who his favorite president was, Bush offered to share one he thought was, "as my brother would say, 'misunderappreciated,'" a good-natured jab at his brother's infamous use of malapropisms.

And the Bush family, as a whole, may not be as unpopular as critics have made them out to be, said Craig Robinson, a former Iowa Republican Party political director.

"While there are definitely some things that conservatives have problems with the Bushes on, there's a lot of things they still appreciate," Robinson said.

Indeed, a CNN/ORC survey out in June suggested Americans — and Iowa Republicans, specifically — have a rosier view of George W. Bush in particular than many pundits predicted. The survey showed big brother Bush was seen more favorably than Democratic presidential frontrunner Hillary Clinton among adults nationwide; and a Bloomberg/Des Moines Register poll showed 57 percent of likely Iowa GOP caucus goers thought having his brother as an adviser would be good for a Jeb Bush presidency.

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