Matt Viser, ace reporter for the Boston Globe, just tweeted an interesting metric from Romney's announcement speech today:

Clues to what Romney wants to talk about from mentions in speech: America (37 times), economy (10), Obama (8), health care (2), abortion (0)

For purposes of comparison, I dug up Romney's 2007 announcement speech and here's what I found:
America (50 times), transformation (13), innovation (10), health care (3), Jihad (3), sanctity of human life (1), economy (1, but reference was to "fuel economy," so really zero), Benjamin Franklin (1), Obama (0)

This jumped out, too: 
The new American dream should include a strong family, enduring values, excellence in education, dependable and affordable healthcare, secure employment and secure retirement, and a safe and prosperous homeland. It's time to build a new American dream for all of America's families.