Jeb Bush will end months of speculation and announce he is running for the American presidency today, in a campaign that is careful to portray him as a natural heir to the family dynasty - but distance him from his brother George W Bush.
In an interview, he described his father, the first President George Bush, as the "greatest man alive" and said the thought of him might make him cry.
By contrast, he was careful to differentiate himself from his brother. "Jeb is different from George," he said. "Jeb is who he is and his life story is different."
Mr Bush plans to announce he is running for the White House in Miami later today, after months of unofficial campaigning.
He unveiled his campaign logo on Twitter yesterday, and was immediately teased because it is almost identical to the logo he used when he won the governorship of Florida in 1998.
More surprising is that it leaves out the famous family name that has given him a head start in the 2016 presidential race.
The logo bears his first name in bright red with an exclamation mark and 2016 written underneath. His governor's campaign logo was also "Jeb!"
Mr Bush said he was looking forward to telling a life story that was "full of warts and full of successes".