"Nobody's ever called me Sir Richard. Occasionally in America, I hear people saying Sir Richard and think there's some Shakespearean play taking place. But nowhere else anyway"

This quote by Richard Branson is a humorous reflection on his experience with being dealt with as "Sir Richard". He is indicating that he is not utilized to being called this, and that it is only in America that he has heard it. He suggests that the people who resolve him as such may be confusing him with a character from a Shakespearean play. He is also suggesting that this is not something that happens in other nations. This quote is an easy going way of revealing his surprise at being attended to as "Sir Richard" and his amusement at the idea that people may be puzzling him with a character from a Shakespearean play.