You bet you can.
In fact, if a brand is powerful, it might not need advertising at all.
Look at what Smart Car is doing.
http://www.brandweek.com/bw/content_display/esearch/e3i8f0b924c729e72f62fd5acfbb4526b39.
and check out this quote from the article:
"The only U.S. presence [the car] might have is on our Web site," said Dave Schembri, president of Smart USA, Bloomfield Hills, Mich., the exclusive distributor of the Smart Car in North America and Puerto Rico. "But we aren't advertising. We don't need to."
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