we use all sorts of cranks -- whatever shows on the packaging that they'll go 12-15' (or 15-20'). I'm cheap. I don't like spending a ton on tackle that I know has a high chance of snagging and breaking (or breaking in a fish). So I try to avoid the expensive cranks. I know that you sometimes get cranks that won't run straight....but oh well...
The brand / model always changes. One year, the hot lure will be a Norman. The next year it will be rattle traps. Then Storm. Berkley flickers. Walley Divers. You just never know what's going to work the best from year, to year.
I like to hit the bargain bins at Cabela's or Sportsman's warehouse and pick up a good assortment of cranks. I usually try to buy 2 of the same lure, just in case.
We also try to make sure we have extra hooks to replace broken trebles.