If your lead is not too long, then it wouldn't really matter what brand of cable you use.
Reason is, for long leads lower quality cables tend to have higher capacitance, thus attenuating your high-frequency signals, making your sound muffled. There are some good cables that are oxygen-free etc etc which could help to lower capacitance if you run very long leads from guitar to the amp.

Otherwise, you would be more concerned about the reliability of the cable, especially the jacks. I think the PlanetWaves cables are not too bad, and they even a compression spring jack which ensures that you always ahve a tight connection to the jacks you are connected to. You can even opt for angled heads if you like. The disadvantage is that their jacks are one piece plastic which means you cannot repair them if they are spoiled.

A no name brand cable would work to just make sure the soldering work is done properly and you can always replace the jacks when they are spoiled.

This post has been edited by supercolossal: Dec 17 2007, 10:18 AM

Impedance includes resistance, inductance and capacitance. I stressed on capacitance because having high capacitance on your cables is like having a low-pass filter between your guitar and the amp, causing your high frequencies to be attenuated.

But if your cables are not that long like I have said, this effect is negligible.

Actually every electrical connection will have these three properties, it is just a matter of whether they are desirable or not. If not, to what extent they can be tolerated without affecting the sound quality.

You got it right. Those parasitic effects can be negligible esp on short cables and more so with the limited frequency range from guitar signals. But, some people can hear the difference, and ultimately it's your pocket (and ear) that determines how expensive you cables should be.

Actually anybody can endorse anything as long as you are famous.
I remember seeing an ad about some special jeans for rockers, and they even have artists that endorse that