There was nothing wrong with Romney, the positions he took on issues. Romney's execution of the campaign was virtually flawless. If he would have run with this campaign in place of H. Bush Romney would have won; If he would have run in place of Dole with this campaign Romney would have won handily.
But this campaign did not win in 2012 because the campaign concept has changed. Today a campaign is not just presenting yourself as the better candidate; it's a "beat the competition marking contest". You have to know your market , your competitor, and the playing field inside and out; then you put together a plan and a team with the ability and commitment to win. You can't be President if you loose!