It's "aversives" .
Starting puppies out mainly with the "reinforcement" part of operant conditioning means they learn how to learn and are motivated to offer "good" behaviors to get a reward. A reward doesnt mean a cookie always, the way people think it does. For example, sometimes being released from a stay is something the dog finds rewarding. There are both conditioned and nonconditioned reinforcers. For example, eating food, barking, playing with a bouncy ball are all things Tally finds rewarding in and of themselves. A conditioned reinforcer is something, like the "click" noise of a clicker or the word "yes" or the sound of a familiar car coming in the driveway, that the dog learns from experience to associate with good things. Eventually, the conditioned reinforcer comes to represent the nonconditioned one. There is a TON of science involving how dogs learn best. There's lots of proof that operant conditioning with reinforcers creates a better learner than punishment.
I definitely did scold both Tally and Tango for breaking house rules when they were"teenagers" , and they have each heard the word "NO" a few times a piece. No dog in my household is "bratty" like you were saying is your experience with 90 percent of dogs. In formal training, I have never used an aversive with Tango or Tally, because both are highly motivated by positive methods.
HOWEVER, your accomplishments with Tito speak for themselves. Your methods obviously work incredibly well. It's just that positive ones do too.