Re: What instrument cable brand do you prefer?
I usually use a 20' Planet Waves circuit breaker cable from guitar to pedalboard, and then a 20' green Spectraflex from pedalboard to amp. I couldn't say if it's voodoo or cable quality, being accustomed to the lengths or what, but I feel a little different about my sound when I substitute either of those for one of the cheap cables I have lying around. These two always sound good to me. The PW was very stiff at first but after lots of jams and several gigs, it loosened up just enough to retain the stiffness I associate with a durable cable while giving me that broken-in feel. The circuit breaker switch is really great, I love being able to hit a button at the jack instead of having to put my amp on standby first.
That said, I did have to replace the PW once; I think I was little too hard on it one long weekend when boozing was involved. Popped in at Long & McQuade and voila, fresh new identical cable, and I've had no issues since that time early last year. That to me is well worth the price.
Two years ago I also ordered a whole bunch of Neutrik right-angle plugs and bulk Mogami mini cable to make some custom lengths for my effects loop. I honestly don't know if mini vs. regular size cable would make a difference, but whether these homemade cables are used in the loop or for straight guitar-to-amp, they have always sounded great. As others have said, you can seriously save a lot of cash doing it this way and the advantage is if anything ever stops working (if you step on the cable too close to the plug and it pulls the lead loose from the solder joint

) all you have to do is unscrew the end, resolder and you've got a fully-functioning cable again. Plus I think it's just plain fun to assemble your own cables. I like to think of it as adding mojo to your rig.
Sorry for the long post - Mogami would be a great way to get started if you'd like to try a solid, great sounding DIY project before shelling out for a pricey, higher-end cable. Oh, and, they will last, they are very flexible (even new), and dead quiet in all scenarios I've put them through.