Jeb Bush has a way with words

(CNN)From "disruptor" to the "joyful tortoise," Jeb Bush has found some unusual ways to describe himself as he seeks to build his own brand beyond the family name.

His peculiar use of words often earns him laughs on the campaign trail and voters frequently appreciate his quirky style. But whether those translate into votes remain to be seen, as the former Florida governor struggles to break beyond the single digits in the polls.