He made the election a pass-fail test on Romney’s character.
Elected on hope in a season of despair, President Obama won his first term by being the right guy at the right time. He won his second term making Mitt Romney the wrong guy.
Obama turned what could have been a stinging referendum on his economic stewardship into a pass-fail test on Romney’s character. A multi-million dollar media blitz casting aspersions on his extraordinary wealth and successful business career began months before Romney had even earned enough delegates to claim the nomination. In a campaign reminiscent of former President Bush’s takedown of John Kerry’s military record in 2004, Romney was not only stripped of his greatest asset in a race about how to stimulate economic growth, it became a liability.
“Obama won by thoroughly and completely trashing Mitt Romney and his reputation,” said Republican pollster Whit Ayres. “It is the classic definition of winning ugly.”
But to exclusively blame the attacks from Obama and his super PAC allies for Romney’s defeat overlooks the Republican nominee’s own shortcomings. The smoothly-coiffed, buttoned-down financier struggled to come across as a man of the people, a problem exacerbated by his vow to perpetuate tax breaks for the wealthy, several foot-in-mouth gaffes on the campaign trail, and a secretly recorded video of him at a tony fundraiser dismissing “47 percent” of Americans whom he said pay no income taxes and consider themselves “victims.”
The first African-American president also capitalized on an increasingly diverse electorate and used sophisticated turnout tools to make sure supporters, even casual ones, cast votes. "It's like the demographic changes are making the old rules about unemployment sinking an incumbent obsolete," said Democratic strategist Joe Trippi. "The Obama campaign knew they weren't supposed to get re-elected, so they figured out who they needed to register to vote and turn out to change that."
Again, Romney didn’t help himself amid the changing demographics, alienating the fast-growing Hispanic community by shaking an iron fist at illegal immigrants during the GOP primaries. He would have persevered over his more conservative but politically implausible Republican rivals, anyway -- though as a Mormon who had spearheaded a government-led overhaul of health care as governor of Massachusetts, Romney was ill-suited to tap into the energy of the social conservative and tea party movements.
He accepted the nomination as the least popular nominee from a major party in decades. Wrong guy, wrong time.
Romney badly misread the electorate, assuming the dragging economy would automatically turn voters against the president. Yet many still blamed the recession on former President Bush and were growing accustomed to incremental economic growth. It was a pitiable recovery, but a recovery nonetheless. Offering few details about his economic agenda, Romney didn’t look like a tempting alternative.
“The Romney team was convinced it was a time when likability was a secondary factor,” said Republican strategist John Brabender, who advised Romney’s one-time GOP rival, Rick Santorum. “They forgot they had to give people a reason to vote for Romney, not just against Obama.”
While Romney was still fending off Rick Santorum and Newt Gingrich, Obama was quietly opening campaign offices all over the country, re-launching his vaunted ground game from 2008. Then the Obama campaign went into overdrive; from the time Romney emerged as the likely nominee in April through most of September, Obama outgunned him on television nearly three times over with predominantly negative ads, according to Kantar Media CMAG. Republican super PACS evened the score but didn’t control the damage. The Obama campaign and its allies branded the former chief executive of Bain Capital as a tax-dodging, job-outsourcing villain who would shred the safety net holding up the elderly and the poor.
Romney also blew silver-platter opportunities, fumbling through a high-profile trip overseas and allowing a cringe-worthy bit by Clint Eastwood to overshadow an otherwise carefully choreographed convention. In contrast, Obama made hay of his accomplishments, touting the auto bailout to overcome resistance from blue-collar workers and brandishing Osama bin Laden's death to shore up his party's traditional vulnerabilities on national security.
Democrats also drove wedges between Romney and two influential swing voting blocs – women and Hispanics – with ads attacking his positions on abortion and immigration. The ads suggesting Romney opposed birth control and abortion even in cases of rape and incest simply weren’t true, but he, not Obama, paid the bigger price.
It wasn’t until after the convention in September that Romney got serious about investing in Spanish-language advertising, and it wasn’t until the October debates that the self-described “severely conservative” candidate narrowed the gender gap by pitching himself as a political moderate. Then came Hurricane Sandy. In the pivotal homestretch, the focus moved off of Romney's momentum and onto Obama’s role as commander in chief.
In the end, the damaged wreaked by the storm on the New Jersey shore was an apt metaphor for what Obama and his allies had done to Romney’s reputation.