Restaurants and businesses with no name on the door

I am the author (with co-author Beautiful Rasberry) of a book called Marketing Without Advertising.  While the book is aimed at discounting traditional forms of advertising (newspaper ads, radio, TV and billboards) the book does make the point that business should do everything to help the customer easily find the business.

So when a business (walk-in off-the-street clients) has no name on the outside, what can I say?

Great marketing!

First it means that customers love the business so much that they come back and bring their friends.  Second, the only customers are people who came because of a personal recommendation...the very best kind of customers.  Third, customers all have a sense that they are personally special because they know about the business.

If you thrive with no name on the door, or just an address, you are a master of Marketing Without Advertising.