National Journal's Charlie Cook says Obama's lead over Romney in the polls basically comes down to the fact that voters personally don't like him. Polls show him with a 35% positive rating among all voters compared to Obama's 49% positive rating. Cook argues that voter dissatisfaction and a poor job approval rating for Obama should have Romney in the lead.
In my judgment, Romney’s poor numbers go back to his campaign’s obsession with talking only about the economy and not attempting to define who Romney is as a person, as a way to build trust and strong positive personal feelings toward their candidate. The Romney camp has yet to run what I would call a personal-positive ad, a biographical or values-based commercial portraying him as the kind of person whom people might want to vote for, someone with values that they would want to see in the Oval Office.