He needs an actual feud or two, some time to show off his personality, for the IC belt to mean something again and the 5 count gimmick back. It's not rocket science, but the WWE seem to always struggle with this. Make the IC belt mean something by having the holder have the chance to trade it in for a shot at the WWE WHC or something (or maybe even a match with the US champ to decide #1 contender) like they do with the X-Division title at TNA. Then, throw some guys at Big E to feud with and give him some mic time and then we can go from there.