This column originally appeared with The Red & Black on July 7, 2015 and can be found here. 

Presidential candidates have been ducking their brothers for years. Jimmy Carter had Billy, who spent his time promoting Billy Beer and urinating on airport runways. Bill Clinton had Roger, a musician and actor who the Secret Service nicknamed “Headache.” It just seems odd the brother in the midst of being stowed away for 2016 is a former two-term President.

Republican candidate Jeb Bush has been completely non-committal on involving his brother, former president George W. Bush, in his campaign for the 2016 election.

According to the Washington Post, when asked about bringing in his older brother, Jeb Bush replied, “I don’t know. I don’t know. We just started. But — I’m — I’m — I’m– you know, I’m George’s brother, I love him. I know for me to be successful, this has to be about my ideas and about my life experience and about the future.” That’s not exactly a ringing endorsement for big brother George.

One would imagine that if your father and brother both made it to the White House, name brand would be an integral part of your campaign. Instead, it’s been the opposite so far. When Jeb Bush announced his plans to run, his campaign signs read: “Jeb! 2016.” It’s understandable for him to do things on his own, but the attempt to remove himself from his family name is ill-fated. Frankly, Jeb Bush has bigger things to worry about.

Bush has had a rough start on the campaign trail. A critique of Pope Francis’s global warming concerns was not well received, and his speech at Miami Dade College – in which he announced his candidacy – was messy. Arguing against elitists and lobbyists is a good ploy, unless you’re someone who has one of the most famous names in politics and who received at least $237,000 from outside sources during two terms as governor. Jeb Bush has tried to play the role of the Washington outsider, which is just an awkward fit for anyone in his family.

Jeb Bush involving George W. may not be the worst idea at this point. With Jeb tied with Ben Carson as the third-most popular Republican candidate in a poll conducted by Quinnipiac University, the 62-year-old could use a headstart in a wide-open race for the nomination.

George W. Bush wasn’t the most popular President when he left office, but a recent survey from CNN/ORCshows the 43rd President’s approval rating is now 52 percent, up around 20 percent from 2009. If some Republicans still admire George W. Bush, including him can prove beneficial to this campaign.

While George W. Bush had a rough second term as President and was lampooned in the media, his time away from the main stage may be beneficial to Jeb. He could counter Hillary Clinton and Bill, albeit in smaller doses than the 42nd President will provide. The conservatives are hoping someone steps up in order to retake the White House, and whoever gains the most positive attention will have the best shot.

In the end, the case for Jeb Bush is simple: His last name is what it is. Using this and his family members may have a positive swing in his candidacy, but hiding them is surely bound to fail. If his run falls short of its intended goal, it will have very little to do with George W. or George H.W. The issue will stem from his own missteps.