I'd say Sapphire Vapor X over MSI Lightning (assuming similar or better pricing), but Gigabyte WindForce x3 over Sapphire Vapor-X (also assuming similar or better pricing).
Sapphire's card consistently overclocks a little better and has a somewhat more quiet cooler IIRC. Gigabyte has a slight overclocking advantage and is often the cheapest along with a cooler that has the best noise to cooling ratio, granted it's not necessarily the coolest nor the quietest.