Why do brands like Dove keep 'missing the mark'?

Could Dove’s contentious Facebook ad have been a cynical yet finely judged piece of PR? It's hard to believe otherwise.
Getting it so wrong might just have been so right, part of a deliberately disruptive campaign policy that goes back years.
How else could Dove go viral in such a managed way?
Beady-eyed Piers Morgan was quick to smell a rat in the company’s marketing mechanics on Good Morning Britain. He questioned whether Dove had deliberately launched the campaign for publicity.&n