Bush is all but certain to run, having announced just last week that he had "decided to actively explore running for President in 2016." But despite wide name recognition and a strong fundraising base, Bush has some obstacles to overcome: he hasn't held elected office since leaving the governorship in 2007 and he shares the same name as one of the least popular presidents in modern history. His book could provide him an opportunity to rebrand, or at least reintroduce, himself to a new generation of GOP voters who weren't even old enough to vote last time he was in office.