Tia and I attended our first puppy kindergarten class yesterday at pet smart, and we were told that a negative marker for behaviours you don't like should be a loud "ERGH!" sound (like the sound you make to say someone is wrong, but you are making the sound from a game show...if that makes sense
), distract with another toy, and praise puppy for behaving correctly with the toy. If things are getting out of hand, say "ERGH!", then a high pitched "ouch!" and put puppy into a room (isolation) like a bathroom (with the light on, and no loose toilet paper!) for about 15 to 20 seconds. That's all the time that is needed (apparently) to de-escalate a situation. Also bitter apple on the hands, socks, pant cuffs etc works well, but only as long as it's wet.
I'm not sure if this helps, I guess you kinda need to be at the class to see the demo's and hear the sounds (our class was kind of weak at the "ergh!" sound, and our instructor had us practice...I guess we were kinda shy to make weird sounds in front of strangers
)
HTH