The Rebbe is different. We dont refer to the Rebbe by his name, even not by roshei teivos (like he was referred to before the Nesius) but just The Rebbe. Everybody in the world knows who The Rebbe is, when talking about other rebbes they say Gerrer rebbe, satmar rebbe etc., but everyone knows who The Rebbe is.
edited! We do not capitalize the word ‘he’ when talking about a person!