In the world of analog, cables do make a difference.(period)
(this is not saying digital cables make no difference, but I suppose I can argue that all cables are analog)
There are certain changes in sound which we perceive that cannot be measured in FS graphs. Why? This is where cable resonance and phase distortions that are character to each and every cable, and this changes sound.
In terms of increasing perceived bass, one may simply significantly distort the low freq. phase response by connecting more capacitance, in this case, more cable between the (-) side on your speaker and amp. people with extra cable laying around may want to try this little stunt and get big bass out of pretty much any speaker. One might notice that the sound lacks definition and has a significant hf rolloff in this configuration. The same type of distortion may be seen in the hf. more likely due to the interstrand current interaction in stranded cables, and the dielectric, there being no usable perfect dielectric, acts as a capacitor on its own, and releases micro-currents back to the conductor. Phase distortions caused by dielectric is often small enough to be seen on a fs analysis, but is enought to cause audiable difference since this directly affect the "decay time". The frequency of such distortion is very material depending, as this attributes to the often "bright sounding teflon", or the "muddy PVC".
In terms of lowering the resonance point of a cable, it is difficult to just increase the wire gauge without seeing significant skin effect at work before the effects of lowered resonance kick in. Twisting conducter pairs helps lower the resonance point of cables. The cancelling of magnetic fields around the conductors is suppose to lower the resonance. Twisting can also offer an ununiform skin to reduce the effects of skin effect to a degree.
These are not the only factors that effect how cables sound, but these are yet the ones I know that has been ignored from the very first post in this thread. Perhaps this can guide this discussion on to more technical stuff other than marketing crap.