1) The rub needs to be on longer as has been mentioned.
2) Cherry is a very mild wood. Everyone has there own taste but fruit woods impart a milder taste then say a pecan, oak or hickory would. You might want to try a stronger wood and see if that is more to your taste
3) I think that perhaps you could have burned more wood. I pretty much have wood going the whole 5 hours of a rib smoke.
Experiment and I think you'll figure out the proper combo for your tastes.