I find the Specialized S-Wrap gel/cork tape to be the best I've ever used. Very comfy, tacky grip surface, stretches without breaking, and best of all, you can rewrap the stuff dozens of times if you need to for some reason. The goo on the back is like thick post-it note stuff. Holds but doesn't gum on.
High recommendation. Good color choices, too.
Brands do matter. Some are better than others.