Even with Hebbian learning, isn't there a synapse strength? If so, then you at least need a direction (+/-) if not a specific gradient value.

Yes there is a weight on every connection. At least when I was at it gradients were talked about in reference to the solution space (e.g. gradient descent). The implication is that there is some notion of what is "correct"for some neutron to have output and then we bend it to our will by updating the weight. In Hebbian learning there isn't a notion of correct activation, just a calculation over the local environment.