I completely agree with you that parents should never reward bad behavior. Nor should they be negligent or inconsistent with discipline. Kids need to know what the rules are – they actually feel safer knowing their parents care enough to follow through and keep them in bounds.
That said, to me, discipline means teaching and guidance, not spanking and punishing. I spanked my bright, high-spirited, curious toddler daughter only twice, single swats to get her attention, when she was about to do something dangerous. There was absolutely no need to strike her to get compliance with the rules. I spoke to her respectfully and courteously, and that's how she learned to speak to others. I explained the reasons for the rules at a level she could understand, treating her as a whole, intelligent being. I used rewards charts occasionally to help her change irritating behaviors, and they seemed effective for that purpose.
I have since watched 2+ generations of children in my religious community being raised without spanking or punishments in the traditional sense. Most of these children are pretty awesome at every age, polite, agreeable, respectful, cooperative, and they follow rules appropriate for their ages and mental capacities. I doubt that a single one of them was ever spanked. So I know that a non-spanking approach works well. (You can tell which ones are parented too leniently, but even they come around eventually and turn into agreeable and helpful young adults.)
And now my grandson, 5.5 years old, is being raised that way, too. One more outstanding, enthusiastic, happy young man. Strong, connected family. Consistent parenting with lots of love. This child draws all kinds of admiration from adult strangers for his excellent behavior and interpersonal skills.
I chose this positive parenting style because my mom ruled with an iron hand, was dysfunctionally controlling, and believed in the power of shaming and spanking to keep her 4 kids in line. All of us were unhappy children (although my mom tells us that strangers always told her how polite and happy we looked). We all had major issues to work through when we were finally emancipated. One sister was drawn into cult activity trying to sort out her confusion, and is not leading a happy life. One sister became emotionally disabled, has been living with taxpayer assistance for almost 20 years, and is intermittently suicidal. Those two sisters never married successfully or had children.
The other two of us had better luck dealing with our dysfunctions and are leading more or less normal lives, have good marriages and one terrific child each. But I sure made a lot of poor choices and terrible mistakes as a young adult, and I still can't find a feeling for my mother that I would call love. The only 'consequences' I had ever experienced was my mother's heavy hand and stringent rules, groundings, extra chores and deprivations, and so it took me awhile to learn what consequences life would actually give me when I was finally out from under her rule.
I vowed many times, beginning in toddlerhood, to never, ever strike a child of my own. I ALMOST managed to keep that promise to myself and my daughter. And raising her was a delight, for her and for me.