Not sure it's that. Break him away from Heyman, don't book him like a jobber, give him a gimmick... Ya know, the typical stuff you do when you want to do something with someone.
The thing is, the IC Title is great around Axel because it's easy to believe the belt's important to him because of his father's legacy. Thing is, making him a carbon copy as his father seems like the wrong thing to do with him...
if/when orton loses he could be interim/2nd failure corporate face. IC champ.