The difference between brands and types of paste is quite small. It's more about how you apply it.
See
here for a test including toothpaste, lipstick and butter.
There were 10 degrees separating the absolute best and worst compounds tested, and you can see most are bunched together, meaning the difference is statistically insignificant. A silver based paste is in the top 3, but so are non silver based pastes. It comes down to preference and price at the end of the day. I bought a big tube of Arctic Cooling MX-2 which I like, it does the job, tests within the top 5 or so results normally anyway, and it's easy to work with. It's also non conductive unlike silver based pastes, and easier to clean. I hate using AS5.