Socially smart people have always mocked the threateningly mobile, and anti-branding is a central strand of high-end status conflict now.

In London - and forget those extra public pressures on politicians - the lovely old Sloane world of manor houses simply hasn't cut it since Big Bang in 1986, the point at which Mrs. Thatcher really started to achieve her ambition to make this country more like America - its ambition, economy, it's very tangible measures of success.

Marmite - like that other little black-jar job, Bovril - is so much a Mark 1 staple-of-Empire brand, so much part of the Edwardian world of enamel advertising signs, the history of grin-and-bear-it industrial food.

By the 1980s, practically no one under 60 in the real civilian world wore hats for anything except weddings, funerals or Ascot. Hats had been in competition with hair, and hair had won. Thirty years before that, Brits of all classes and ages wore hats all the time.

People have a very proprietary relationship with Superman. It's important to respect the iconography and the canon, but at the same time, you have to tell a story. Once you land on who you think the character is and what his conflicts are, you have to let that lead you.

I remember my first friend who got sick. It was 1981, and the disease was called the gay cancer. I don't think the word 'AIDS' came out until '84. I just remember it being terrifying as more people got sick. We didn't know how you could catch it, you heard all kinds of crazy things.

My friend was interning at the Miss India office and asked me to go for an audition. I just wanted to clear one basic round to show it to my friends. 'I'm in this mind space, and I can do this, losers.' I cleared the first round, and then I wanted to do more.

Fans believe they have a relationship with you, either through your TV character or, more reasonably, through the tweets you may have exchanged. In a way, you have gotten to know them. You learn about people's kids, families, pets.