I have a pair of New Balance, but they are pretty damn stiff. I didnt pay a lot for them, but I have always been a Nike fan until the last pair started to deteriorate. New Balance 704's are the pair that I own FYI.
Try a few Asics or Adidas...but make sure you skip the low-end priced shoes...... Adidas has always been my favorite, as they fit me the best. However, I have had some really good Asics shoes as well. Your NB shoes are probably stiff because they either have a fiber board last (the thingy under the insole), or they have an alongated Multi-density midsole, which, in layman's terms is a more dense midsole (the foamy stuff just above the sole) to prevent the runner from either pronating or supinating.
Jogging shoes are pretty much a matter of comfort and personal preference. It helps if you know if you are a pronator, supinator, or neutral runner. Many websites such as Runner's World will explain how to tell the difference (check the impression your wet instep makes on a piece of paper). You can also tell by looking at the wear patterns on your shoes. I prefer Saucony's myself, because they have big toe boxes and a comfortable ride. The shoe models change fairly regularly, so I go to a good running store (FleetFeet here in Houston) and get some expert advice. The sales people at the chain stores usually don't have a clue. Then once I find a shoe I like I buy several pair when they get discontinued and discounted. There are websites that specialize in discontinued models. The nice thing about New Balance (besides the fact they come in widths) is that they don't change models as often so if you find a model you like you can stick with it for years. With Nike, it seems like they change models every few weeks. Good luck.
I prefer Asics and Brooks...my parents are marathoners and they are Saucony exclusive. It really depends on fit - you must get fitted correctly...sometimes brand makes a difference, other times it does not.
I will probably be flamed by any runners/joggers, but I always own at least one pair of Nike's... They can't be counted on to last for too long, but they are pretty comfortable, breathe, and are as light as most other shoes that I have tried.
Let's see if we can turn Drewdog's apparel thread into a thread about the most overrated theme restaurants.
I'll second Pipe's recommendation of Sauconys. I've had a pair as my jogging/running shoes since my days of cross country in high school. They have always done me well; great fit/support plus excellent shoe life. He makes a good point about going to a good running or shoe store. From my experience, the models I have always looked for were very hard to find. The Just For Feet down the street from my place usually carries them. I know what I am looking for, though...if you're not sure, ask. There's nothing worse that an expensive pair of running shoes that aren't right for your walkers! x34
I have always had luck with New Balances. My problem is that I have very high arches and NB has styles that are specifically made for certain foot types and indicates that. I think the most important thing in buying any shoe is knowing what your foot type is and finding something that fits that well.
I use the slip-on Nikes or And 1's to run cross-country. I'm telling you. they mold to your foot and they're so comfortable. I've been told not to wear them because they're not meant for running...but man, they are the best things you will ever put on your feet.
I use Mizuno Wave - they won Runner's World running shoe of the year last year - they are awesome, and I ran a marathon in them, which is probably the ultimate test. One of their positive features is the flow through design - keeps your feet nice and cool if you have to run in Houston in the summer!