Cordova 6.5.0 ( same issue ; LAUNCH SUCCESS message / app not launched )
(The install -d option mentioned in previous answers allows installing a version downgrade (http://adbshell.com/commands/adb-install) - it shouldn't affect launching an app. In any case it doesn't appear to be in the 6.5.0 cli code.)
In my case the problem arose following edits to AndroidManifest.xml which otherwise didn't cause a problem ( I set <activity android:name to something of the form com.hello.world.MainActivity (as indicated at sample AndroidManifest.xml))
Your case may differ. To diagnose ;
If you run cordova with it's verbose option (-d) eg.
cordova -d run --target=<deviceId> android
..then in the output about 4 lines before "LAUNCH SUCCESS" You will see the line
Running adb shell command "am start....
where it attempts to start (launch) the app and you will likely see why it is not working (The lack of a space between the -n option and the package details doesn't matter).
Lines of interest are ;
<YourAppDir>\platforms\android\cordova\lib\Adb.js
line 98 ;
return Adb.shell(target, 'am start -W -a android.intent.action.MAIN -n' + activityName)
And
<YourAppDir>\platforms\android\cordova\lib\device.js
line 90;
var launchName = pkgName + '/.' + manifest.getActivity().getName();
I changed the relevant AndroidManifest.xml entry back to android:name=MainActivity and everything worked again.