Question: In the article Jihad vs. McWorld by Benjamin R. Barber what does the quote It is less the goods than the brand names that do

In the article Jihad vs. McWorld by Benjamin R. Barber what does the quote "It is less the goods than the brand names that do the work, for they convey life-style images that alter perception and challenge behavior. They make up the seductive software of McWorld's common (at times much too common) soul." mean?

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