My tuppeny's worth. I use only one brand of cable: Kimber. I have used them ever since buying some 4TC speaker cable about 20 years ago which did wonders over the QED 79 stand I'd been using until then. Now I have some pretty esoteric (and expensive) Kimber Select hybrid silver/copper cables for my balanced interconnects and speaker cables.
Why do I use Kimber? Their cables have a homogeneous and complimentary sound encouraging you to keep to the same cable type throughout. I once tried Nordost and couldn't get on with it at all; not a comment on Nordost as such, but a strong validation that cables are synergistic and complimentary to a system. I also know that Kimber make all their own cables in-house and invest heavily in R&D. Ray Kimber speaks sense and appears to have a great understanding of what makes cables work.
Ultimately, I use Kimber cables because they sound better than any other brand I've tried and because they don't get in the way of good system performance. Yes, they're expensive but I've bought slowly over the years such that I now have a full set.