Why isn't Romney's favorable rating higher?

“Likability is keeping Obama in the game at this point,” said Mark McKinnon, a top strategist for George W. Bush, who in his 2004 presidential reelection bid was famously deemed in one poll to be the candidate with whom undecided voters would rather have a beer (an irony, for a teetotaling president)…

GOP strategists within and outside the Romney campaign insist that the former Massachusetts governor still has plenty of time to acquaint the American people with his softer side, and that, given all the problems the country faces, personality will not be the deciding factor this election year.

Those assumptions show in Romney’s advertising. The standard playbook for challengers is to launch their campaigns with a round of biographical ads. Romney’s first spots after securing the nomination focused on what he would do on “Day One” of his presidency…

“There’s much to admire about Mitt Romney, and part of the process of running for president is it requires you to open a window into your soul. The American people want to see the president three-dimensionally,” said Schmidt. “The decision about whether you’re going to talk about those things is made in the decision to run for president.”