My favorite is whatever the fish tell me they want. I stock my boat with different brands for different techniques. The ones I have in my boat have proven time and again to be the highest percentage to catch fish (which is my business) at different times of the season. Basically, I mean that over time, if you spend enough time on the water you will find that certain brands of certain lures will produce fish more often than others (nothing is 100% on any given day....I just try to use the certain lure in a certain color that percentage wise has proven itself to be more productive more often in certain situations) Here are brands I know are in my boat right now:

Zoom, Charmer, Hook Some Bass, Xcite, Yum, Yamamoto, Berkley, Net Baits, Ozark