The secret behind the Coca-Cola formula

How many times have you heard that Coca-Cola has a secret formula that nobody has been able to replicate it?
For decades people have been telling that they didn’t use a regular patent Coca-Cola just to not make the formula public.
Let’s see what the Wikipedia says about the Coca-Cola formula:

“Company founder Asa Candler initiated the veil of secrecy that surrounds the formula in 1891 as a publicity, marketing, and intellectual property protection strategy. While several recipes, each purporting to be the authentic formula, have been published, the company maintains that the actual formula remains a secret, known only to a very few select (and anonymous) employees.”

That’s a fantastic story. A brand’s story that has been working for a century (!)
So what is it that makes its flavor unique? What’s the secret behind its formula?
It turns out that the formula is not the point, because the visual (and hearing) experience is part of the flavor.
Coca-Cola’s brand is so powerful, that when their brand’s exposed (whether it’s the logo, a sound, their classic bottle, or even the concept of happiness) out brains ‘translate’ that into a better flavor. The unique Coca-Cola’s flavor
The flavor is in your head.
So does the story.