John Sides outlines Romney's challenge:
Here is something you don’t hear too much: voters view Mitt Romney about as favorably as Barack Obama. At least if voters are asked about whether the candidates are knowledgeable or decent or intelligent or moral or a strong leader. Those are important qualities, and perceptions of Romney and Obama don’t differ much. One of Romney’s challenges, in Tampa and beyond, is to close the other gaps—ones related to empathy and whether he is "inspiring."
Sides doubts Romney can accomplish that goal.